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Leo Burnett Helps Coty Relaunch Its Playboy Fragrances Collection

Coty and agency Leo Burnett France are relaunching Playboy Fragrances with the "Never Stop Playing" global campaign designed to empower Millennials. The campaign's theme incorporates the message of Cooper Hefner, grandson of Playboy founder Hugh Heffner, who says: ‘‘Playboy Fragrances reflect our ethos that life should be looked at like an adventure, and regardless of age, one should never stop playing.’’

The creative uses quick-edited clips of young people enjoying themselves while a voiceover provides motivational statements such as "Be the leader" and "Remember you are in control."

In addition to a TV spot, the campaign includes in-store signage and a virtual reality experience based on scenes from video in the campaign.

The messaging is designed to be relevant globally with the first phase rolling out in Europe at the beginning of September.

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