Don’t you just love it when you get something completely right? When you put together a pitch document and everyone immediately understands what you are intending to do – and even better, they love the idea as well!
Then everyone troops off to the pub to celebrate the birth of something potentially very exciting – and you don’t even have to get in a round, as everyone insists on buying your drinks for you. Because it was your idea that got them all so pumped up and they are just so grateful for that. Magical times!
Unfortunately, these perfect moments doesn’t seem to happen as much as we’d like – or even deserve! But perhaps that’s just as well because it makes us truly appreciate the great times when they do actually play out exactly how we’d hoped they would.
Montblanc had just such a supreme experience with the launch of their iconic Legend fragrance back in 2011, as it seemed to strike a chord with men all over the world. This unforgettable fresh take on the famous Fougère Accord, matched with its accompanying timeless photographic campaign featuring Simon Clark just went off. Almost overnight it seemed that everyone was wearing it – and why not? It was an instant classic.
But how do you follow up such a sensation? You don’t want to mess with success, but equally you don’t want to do nothing because, as we all know, parking up on our laurels is the best possible way to cease being the market leader. Montblanc have managed this tightrope superbly with the new Legend Eau de Parfum. They’ve managed to do this by keeping the essence of Legend – the bergamot, pure jasmine and moss accord – then added fresh violet leaves, a magnetic floral note of magnolia plus the earthy goodness of wood and leather. The result? An even greater intensity and character that lingers through to the evening.
Simon Clark is even back as the face of the new campaign – so his continuing run as an internationally famous male model probably means that the factory apprenticeship he left behind in East London will stay unrevisited. Hopefully he’s made peace with himself over that!
Look for the flask-like Montblanc Legend Eau de Parfum bottle in its stylish black box featuring the three gold stripes today.
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