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Peuterey launches amusing worldwide advertising campaign
Peuterey is focusing more than ever on advertising to grow its worldwide reputation, and to appeal to more consumers through a rather amusing brand image. This strategy is a must, given that the brand still generates 72% of its sales in Italy.
The Italian sportswear brand is aware that to reach a younger international clientele it must overhaul its rather serious image as a down jacket manufacturer, and become more active on social media.
After completely revamping its website, for the Autumn/Winter 2016-17 the label has launched a major advertising campaign called #realitytelling, shot by Mert Alas and Marcus Piggott, with Giovanni Bianco as art director, featuring a host of celebrities including Sarah Jessica Parker, Tom Hanks and Jennifer Lopez.
Alongside this campaign, it launched a new web project called #AmISayingPeutereyRight. This is a video clip created by Brazilian director Bruno Llogti, humorously depicting a casting in which young models of various nationalities are asked to pronounce the name 'Peuterey' correctly.
The one-minute clip, visible on the brand's website, "is only the first stage in a communications and marketing strategy which, over the next few months, will broadcast Peuterey's collections and brand image to the world," stated the label in a press release.
On 17th October, together with a Chinese blogger, Peuterey will organise a special event at its Shanghai store, during the local Fashion Week, to launch the video clip and Peuterey's Chinese e-store.
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