The campaign introduces three scents - Charm, Tease and Allure - and uses the tagline ‘The scent of possibilities’. It aims to communicate the possibilities life has to offer a girl buoyed by the confidence lift given by Ellips Cologne.
It comes at a time when the brand is seeking to attract new consumers. Kino Consumer Philippines, a division of Indonesian giant Kino Corporation, launched Ellips Cologne in the market in 2004. The goal at the time was to create a new category of teen cologne.
Having achieved that goal, the brand wants to broaden its appeal to other cologne users. The brand is a dominant player in the teen sub-category but is only the third bestselling cologne in the Philippines after Johnson & Johnson’s Baby Cologne and Lewis & Pearl, a local brand.
Three TV spots revolve around a story depicting the five Sabado Boys vying for Andi’s attention accompanied by the song ‘Life is a maybe’. One of the spots shows the Sabado Boys asking Andi whether she wants to perform with them and ends with her response: ‘Maybe’.
Miguel Ramos, president of the brand’s creative agency Aspac Law, noted that the strategy was to create a subtle attraction story that captures the mentality of one-upmanship in men.
The spots were based on the insight that Filipina girls can appear outwardly very modern, but are still very traditional on the inside.
“We latched onto music as a platform from the very start and have used several other popular music artists in the past three campaigns,” said Ramos.
The campaign also has radio and online elements. For example, an online game was developed for the Ellips Cologne website (www.ellips.com.ph). Visitors can vote for the Sabado Boy who would win Andi over.
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