Avrett Free Ginsberg, to reach mainstream consumers, uses a popular Latin dance form in its launch campaign for Mambo, a new Liz Claiborne fragrance for men and women.
The TV and print campaign, budgeted at $20 million, is slated to break nationally in mid-August with a spot that will run on network and cable, in 30- and 60-second lengths.
The commercial, created in Spanish and English versions, features a man and woman dancing the Mambo as a yellow liquid moves in rhythm to the beat. As the liquid sways and splashes, the couple continue to dance. At the end, the dancers appear inside individual bottles of the fragrance, which intertwine.
The tagline is the title of the song used as the ad's soundtrack, "Come Dance With Me," which was written specifically for the spot by New York-based production house Fluid Music, accord ing to Mitch Krevat, account director for Liz Claiborne fragrances at AFG in New York.
The strategy, he said, is to tap into the current interest in Latin music, which is enjoying widespread popularity in mainstream America.
"There's a craze with Latin dancing," noted Vince Nigro, AFG's executive creative director, on the reason for the positioning. "You don't have to go far to see the culture in our country."
"The popularity of Latin culture has effected a cultural change in [the U.S.]," added Neil Katz, president of Liz Claiborne Cosmetics. "Pop stars like Jennifer Lopez and even condiments like salsa are big sellers. It's all over the mainstream."
The target audience is men and women ages 18-34. Print ads will feature similar crea tive; they are slated to break in September in English, Spanish and bilingual fashion magazines.
The fragrance line, which the New York-based client is debuting in mid-August, will include colognes, perfumes, and bath and body products.
AFG has been a roster shop for Liz Claiborne Cosmetics for the past 21 years, handling the fragrances Lucky You and Curve, and media duties on Candy. Prior AFG work for Liz Claiborne fragrances generally had erotic overtones. For example, a spot for Lucky You showed a man driving to a diner, where he sees a reflection of a beautiful waitress in his coffee.