±±¾©Èü³µpk10

Perfume maker Givenchy is planning a high-profile media campaign to

back the launch of its first male fragrance.

The Louis Vuitton Moet Hennessy subsidiary will use cinema ads for the

first time and will promote the fragrance ’as if it were a film’. A

teaser campaign will run on 48-sheet posters in London and other big

cities weeks before the May 1 launch. The ads will not reveal they are

for a fragrance.

A full cinema and press campaign will follow.

Givenchy also plans to place film review-style advertorials in magazines

and, later this year, it hopes to sponsor a season of films, possibly at

the National Film Theatre.

Givenchy refused to comment on its media spend for the launch, but a

spokeswoman said it would be its biggest UK media and promotional

campaign and its biggest male fragrance launch.

The theme of the ads is exploration and infinity. They were created

in-house.

Media buying is through Initiative Media.