Cossette Post Splits Women’s Personalities

NEW YORK Eveningwear boutique Cache is breaking out the casual clothes in a campaign from Cossette Post that aims to position the apparel as versatile, just like its customers.

The ads move Cache models out of the photo studio for the first time since Cossette Post won the account in 2001, and emphasize the many sides of a woman’s personality. “We dress the parts of you that no one else can” is the tagline.

“We wanted to address the [clothing] line by dimensionalizing the Cache woman,” said Niko Courtelis, deputy creative director at the New York agency. “She can be many, many things. She can be a bit of a vamp and she can be a mother. She can be a professional and she can be a best friend.”

Out-of-home ads will break on March 1 in New York’s Grand Central Station and juxtapose two photographs of the same woman with copy describing different parts of her personality. In one ad, a photo of a woman in large print pants and oversized sunglasses is paired with the line, “You are a comedienne.” A second picture shows the same woman in an evening dress seated at a dinner table. Paired with that is the copy, “You are a femme fatale.”

Four-page inserts and single-page units will break in April issues of Vogue and People, with later ads slated to appear in Lucky and Latina. In one print ad, copy reads, “You are unpredictable. You are devilish. You are impractical. You are perfect.”

The agency will also create nine catalogs and other direct mail pieces. Agency executives said the campaign will cost more than $2 million.