Run by brand activation agency, Arc London, the campaign saw Very Irrésistible male and female brand ambassadors stationed in city centres between 19 and 22 September, offering samples of the perfume to women and the new Givenchy men’s fragrance, Gentlemen Only.
Teams were cast specifically for the roles, with the females resembling the actress Amanda Seyfried, the new face of Very Irrésistible. They handed out long stemmed pink roses to consumers, in reference to the perfume’s rose fragrance.
Melanie Bois Sevestre, managing director of Parfums Givenchy, said: "The ten-year anniversary of Very Irrésistible is a hugely exciting landmark for our brand and we were delighted to celebrate it by offering consumers a feminine, elegant and spontaneous experience."
The campaign began in London with teams in Westminster and Liverpool Street station, while samples were also handed out in Birmingham and Manchester city centres.
Charlotte Birley, board account director at Arc London, said: "This latest campaign coincides with the start of the Christmas gifting period when fragrances are more front of mind.
"Combining these two perfumes in a live brand experience close to the point of purchase is the perfect opportunity to drive consumers into store and encourage an uplift in sales."
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