In the beginning of the year the perfume came to Israel in the first time. This is actually the first time ever that any of Christina’s perfume comes to Israel and of course an event like this should have appropriate campaign. So one and a half million shekels has been invested and we have: advertising on TV, in magazines, online and huge guerrilla marketing.

The idea of this guerrilla marketing comes from the original slogan – “sometimes it’s all you need to wear” and what they did, they hanging hangers with samples of the perfume all over the country!

The marketing manager explains:

Christina Aguilera was able to re-invent herself over her career, so we thought that the launch of the first self-titled perfume requires re-inventing the way to reach the target audience.

credits: oli4ka