Agua De Cheiro: 1920 PRESTIGE

Credits & Description:

Category: ii. Core FMCG

Advertiser: ÁGUA DE CHEIRO

Product/Service: 1920 PRESTIGE COLOGNE

Agency: HARDY DESIGN

Date of First Appearance: Oct 1 2010

Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL

Creative Director: Mariana Hardy (Hardy Design)

Designer: Simone Souza (Hardy Design)

Account Director: Cynthia Gambogi Massote (Hardy Design)

Account Manager: Marina Lacerda (Hardy Design)

Media placement: Perfume Box And Flask - Brazil - 1 October 2010



Describe the brief from the client

Água de Cheiro is a Brazilian cosmetic manufacturer with 700 points of sale, meeting the need for mass production of beauty products among emerging classes, without neglecting the aspect of aspirations.



Create a new cologne based on the classic 1920, a product launched in 2008 by Água de Cheiro, inspired in Chanel fashion icons. The new project, 1920 Prestige, has a floral fragrance and is intended to enhance the attributes of the line.



Describe the challenges and key objectives

As 1920 Prestige was meant to be a new version of an existing product, the previous identity was to be mantained. We had to innovate using the same repertory.



Describe how you arrived at the final design

As the fragrance is floral, we decided to use pastel pink and the emblematic camellia, characteristic icons of the Chanel universe. The black satin bow and the metallic label follows the same principles and lend the necessary elegance.



Give some indication of how successful the outcome was in the market

As the first 1920, the new version has entered the ranking of best sellers in the client's portfolio. Actually it was the big hit of 2010. Launched in October, 2010, this cologne was so successful that the entire production for 3 (three) months was sold out in the first month in the point of sale.