Quintessence Gets Personal In Launch of Jovan Musk

CHICAGO – Shhh! Quintessence is going after the heart of its audience in that secret area at the back of magazines where people often discretely look for ways to meet their mates. You know, the classified section.
Quintessence’s first campaign for its new pheromone-based Jovan Musk(2) cologne uses blind personal ads in the classified sections of major magazines as part of the media mix for the new product.
Arian, Lowe, Travis & Gusick, Chicago, is handling the launch of what the company says will be a $3-million campaign. Three 5-line personal ads highlight a campaign that also includes TV, print and radio.
One personal ad uses the headline: ‘Cologne Attracts Opposite Sex.’ Written like a typical blind ad, the copy reads: ‘New pheromone-based fragrance triggers intense sensual attractions in the opposite sex. Clean, masculine scent silently transmits your most personal message.’ The ad ends with an 800 number for more information.
The print ads, which couple photos of a half-dressed woman and a rather nerdy guy with a question mark over his face, ask, ‘Is it possible to appear tall, dark and handsome even if you’re not?’ The copy tries to define pheromones and how they work: ‘Animals use pheromones-odorless messages-that signal, among other things, when it is time for sex. Independent scientific evidence indicates humans, too, may communicate sexual attraction with these pheromones.’
‘It’s really an easier product to sell,’ said agency president Darryl Travis. ‘It has a concept and a real difference.’
Thirty-second ‘warning’ spots begin with a warning beep and follow with a written message that rolls over the screen cautioning the viewer about the potency of pheromones and the potential reaction from the opposite sex.
Copyright Adweek L.P. (1993)