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Super Playboy Campaign Bestows Powers of Seduction

Two can play this game -- and do -- in a campaign for a new line of Super Playboy fragrance and body care products from Coty -- pink for her and blue for him. 

The global launch campaign spots feature the sultry seducers at a rooftop party where anything can happen. They practice their “extraordinary powers,” which include X-ray vision that goes amusingly awry. 

One segment stars the man and another the woman. They ultimately lock eyes on each other and collide in an embrace, then are whisked to an island getaway. Tagline is “Press to Play,” which can be the spritzer on the fragrance bottle or the arrow on the YouTube video.

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Digitally, the Web site iamsuperplayboy.com invites you to be the new hero/ine in town and depicts that iconic phallic symbol, the Empire State Building. The campaign also plays out on the Playboy Fragrances Facebook page.

Playboy and Coty have been in a partnership since 2008, and this is not the first time the Playboy brand has been used for a woman’s product, Playboy’s Theresa Hennessey tells Marketing Daily. Coty introduced the Play It Lovely, Play It Sexy and Play It Spicy fragrance line for women in 2010. 

The new Super Powers campaign was directed by Paul Middleditch for DDB Paris. Digital agency is You to You. 

Product packaging for the fragrances features a bunny head and pink bow for her and for him, a squared-off bottle and blue liquid set against a cityscape and skyscrapers.

The other products in the line are scented 2-in-1 bodywash/shampoo and deodorant. 

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