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Fragrance brand Paco Rabanne is targeting younger consumers with a new positioning and communications strategy to launch in the U.K., partnering up with Vice’s music and culture platform Noisey.
Created by Impero, the repositioning will aim to expand the company’s younger following for its fragrances in Britain, with a focus around its bestselling Million product range.
The “My First Million” campaign, which started on May 19, will focus on the “Paco Cool Kids”—the name given to target consumers who aim to create their own success, according to the agency.
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