MAKING IT PERSONAL: Burberry will today launch the My Burberry fragrance, which makes its debut with an ad campaign featuring Kate Moss and Cara Delevingne — and a digital campaign that allows customers to make the fragrance their own by personalizing the bottle. Mario Testino shot the television and print ads, which mark the first time that Moss and Delevingne have appeared together in a campaign. In the television spots, the models are filmed to the strains of “I Put a Spell on You,” performed by British musician Jeff Beck and featuring Joss Stone, with both Moss and Delevingne wearing Burberry’s Sandringham trenchcoat. Delevingne said when shooting the campaign with Moss and Testino, “It felt like we were making something special. It’s so exciting to see it come to life now.”
Customers who purchase My Burberry as a 90-milliliter eau de parfum will be able to customize the glass bottle with up to three initials, with the complimentary monogramming service available on Burberry’s Web site and through selected Burberry stores and wholesale stores. That service will be spotlighted in the digital elements of the campaign, with customers able to preview their monogram on media that range from interactive billboards to television commercials, through to experimenting with their monogram via Facebook’s and Twitter’s mobile apps.
This story first appeared in the September 2, 2014 issue of WWD. Subscribe Today.
In the case of the billboards, customers using a smartphone will be able to interact with digital billboards at locations including London’s Piccadilly Circus and New York’s Meatpacking District, by navigating to the site myburberry.com. They will then be able to project a giant image of a My Burberry bottle embossed with their own initials onto the signs. Live mapping on the phone will guide customers to the nearest Burberry store, where they can purchase their monogrammed bottle. Customers will also be able to personalize bottles and see their monograms on-screen at dedicated My Burberry spaces in stores such as Sephora on Paris’ Champs-Elysées and Selfridges in London, while customers who personalize their bottles using Twitter’s and Facebook’s apps will be able to then share it on their news feeds.
The personalization service will launch globally this week, with the exception of China, which launches in November, and Japan, in 2015.