International celebrities in Polish advertising – Part 3
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.
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).
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.
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.
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.
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.