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International celebrities in Polish advertising – Part 3

February 24, 2009

In 2006 Monnari Trade SA, a company designing and distributing top-shelf clothing for women over 30 under the brands of Monnari, Molton and Pabia planned to debut on the Warsaw Stock Exchange.  The company prepared a big PR and outdoor campaign to boost the Monnari’s brand value before entering the Stock Exchange.  German topmodel Claudia Schiffer was selected to become Monnari’s face and brand ambassador in that important period. 

Monnari's billboard with Claudia Schiffer

Monnari's billboard with Claudia Schiffer

Hundreds of billboards and gigaboards with Claudia wearing a simple dotted silk dress appeared in all Polish cities. There was also a press campaign in women magazines as well as BTL & POS materials produced (Monnari catalogue, shop decoration).

Claudia Schiffer presents Monnari

Claudia Schiffer presents Monnari

The photo-session for the campaign was set in the exclusive London’s The Anderson hotel. Claudia also came to Warsaw to take part in the big Monnari’s fashion show to launch the Summer collection.

 

In 2007  another Polish clothing company – Vistula & Wólczanka – decided to hire a famous celebrity to improve its brand image.  Vistula & Wólczanka had just become one company after a fusion of two separate Polish brands with a very long tradition – Vistula was renowned for its men suits, while Wólczanka was the best-known manufacturer of shirts. The company chose the ex-James Bond, Irish actor – Pierce Brosnan – associated with male elegance and smart taste in clothing to be the brand ambassador.  Vistula & Wólczanka’s campaign with Brosnan was to rebuild the high-end positioning of the brand in consumers’ mind.

Vistula & Wólczanka's campaign with Pierce Brosnan

Vistula & Wólczanka's campaign with Pierce Brosnan

 

In May 2008 popular French actress Emmanuelle Seigner, who happens to be Roman Polański’s wife, became the ambassador of Dr Irena Eris, a highly successful Polish cosmetics company &  brand with the history dating back to 1983.  Laboratory of Dr Irena Eris is the biggest cosmetic company in Poland with the market share of about 17% , it sells its products in  20 other countries worldwide and owns a Beauty Spa chain in Poland. First, Emmanuelle Seigner appeared in billboard and press adverts of Fortessimo cream for mature women.

shopping: Paris;  passion: Music;  cosmetics: Dr Irena Eris - my choice, Emmanuelle Seigner

shopping: Paris; passion: Music; cosmetics: Dr Irena Eris - my choice, Emmanuelle Seigner

 

It seems that Seigner’s appearance in Dr Irena Eris advertising was not a one-off stunt. After the campaign for Fortessimo, she also launched the Incentive series as well as promoted the Body Art line – all from Eris portfolio. The campaign with Seigner was prepared by Swiift agency and planned by Starcom.

Emmanuelle Seigner promotes the Body Art line and the Incentive series for mature women by Dr Irena Eris

Emmanuelle Seigner promotes the Body Art line and the Incentive series for mature women by Dr Irena Eris

 

The crucial weakness of Emmanuelle Seigner’s advocacy for Dr Irena Eris is her poor recognition in Poland. She is not a very popular actress and I’m afriad that only cinema-freaks recognize her as Roman Polanski’s wife.

One Comment leave one →
  1. April 27, 2009 03:26

    now in my rss reader)))
    ————————
    sponsor: http://xabul.ru/

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