Beaute Prestige International: KOKORICO PACKAGING

Credits & Description:

Category: iii. Premium Brand

Advertiser: BEAUTÉ PRESTIGE INTERNATIONALE

Product/Service: KOKORICO PACKAGING

Agency: INTERBRAND

Managing Director: Bertrand Chovet (Interbrand)

Executive Creative Director: Hélène Causse (Interbrand)

Executive Creative Director: Francesco Moretti (Interbrand)

Media placement: Eau De Toilette Pack - French Perfumeries - September 1, 2011



Describe the brief from the client

Following the success of the fragrance Le Male, Jean Paul Gaultier wanted to express yet another facet of a man’s personality: confident, expressive, urban masculinity, through a new fragrance. The onomatopoeic name, Kokorico, inspired by the cocky crow of the rooster, embodies the spirit of the fragrance.

Our team having partnered previously on the Madame and Monsieur fragrances, was engaged again by Beauté Prestige Internationale to design and package the fragrance and range of skincare products.



Describe the challenges and key objectives

The brand Jean Paul Gaultier constantly combats stereotypes and conventions through its products. The previous fragrances Le Male (a bad boy living on the edge) and Madame (a desirable tomboy) were successful in breaking sexual stereotypes.

Kokorico had to build on the success of Le Male and take the brand one step further by delivering on an alternative vision of the urban male, while staying true to JPG’s DNA.



Describe how you arrived at the final design

The brand Jean Paul Gaultier continues to challenge our perceptions of sexuality. The new fragrance was to express a facet of a man’s personality not explored by the brand before: a co-existence of feminine and masculine, urban, expressive.

Our work was shaped by our understanding of the brand’s ambition to provoke and challenge conceptions about the western male archetype by proposing an alternative vision.



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

Together with the client, our team thought through all the touch points, from how the product would be seen on the web to the point of sale communication. The imagery and colours, in the point of sale communication, successfully attract the eye and makes the product stand out in a store. Once drawn to the product, the bottle generates curiosity and an AHA! moment as the customer discovers the 2 profiles.

Kokorico was successfully launched in France in September 2011 (the first production roll out being 1.2m bottles) and is geared for an international launch in March 2012.