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Olfactive Identity Creation for the Shanghai 2010 World Expo
Four specialized fragrances will be introduced for the 2010 Shanghai Expo. Shiseido has created two special perfumes, each with a white magnolia aroma, and France has created two unique perfumes with the scent of white magnolia, Shanghai’s emblematic flower.
The Japanese cosmetics giant Shiseido's Shanghai-inspired fragrance, which will go on sale at more than 10 tourism centers and hotels in Shanghai, is called “Shanghai Bouquet” to highlight the design of its unique bottle. While one formula smells fresh and represents modern Shanghai, the other scent is denser, representing Old Shanghai. This is actually a co-branded product, delivered through cooperation between Shiseido and Expo 2010.
The French-made fragrance called “Pavillion France” also features Shanghai elements, and the package design takes the shape of the French expo pavilion. The perfumes, one for men and the other for women, will be enclosed in mesh like the huge wrapping on the exterior of the France Pavilion.
Currently “Pavillon France” and “Shanghai Bouquet” are intended to be bottled and sold to visitors and tourists in Shanghai. However, there is also an opportunity for olfactive identities to be created for use in pavilions which could enhance the perceptions of a nation in the minds of visitors. (See Labbrand's article on Sensorial Branding.)
Senses have a direct link to consumers' affections, and research shows that the more senses a brand can appeal to, the greater the brand experience will be. For the Shanghai Expo, an olfactive identity distributed in a pavilion can help visitors remember their visit and their experience for a long time afterwards. Oflactive branding, then, presents an opportunity for countries to positively build their brand in the mind of each and every visitor that enters their pavilion. Let's see which pavilions decide to utilize this unique and effective brand-building technique.
Peugeot Rebrands with New Brand Identity
Recently, the French carmaker Peugeot unveiled a new brand logo as well as a revamped slogan in Paris, marking the beginning of its rebranding campaign across the world as the brand approaches its 200th anniversary.
Tue 09 Feb 2010
Entrepreneurs and their Brands: Using Personal Stories in Brand Communication
On December 26, 2009, Yves Rocher, founder of the global chain of beauty products which bears his name, passed away. The French President paid tribute to the successful French businessman and environmentalist. Bernard Angot, President of Bretagne International (the organization in charge of the development of Brittany’s economy), acknowledged him as a pioneering advocate of plants in cosmetics. Meanwhile, the inhabitants of La Gacilly, hometown of Mr. Rocher, will always remember him as a hero who boosted the local economy.
Thu 04 Feb 2010
China Eastern Airline Co-brands with Shanghai Expo 2010
To promote their brand with both domestic and foreign audiences, China Eastern Airlines became the only airline partner of the Shanghai Expo in 2010. The painted “World Expo” aircraft – China Eastern’s (CES) fourth airplane for the World Expo 2010, decorated with bright colors – was recently revealed at a ceremony in Shanghai Hongqiao International Airport. The plane took its maiden flight heading for Beijing on January 22nd.
Fri 29 Jan 2010
Kraft Acquires Cadbury: Strategic or Wishful Thinking?
After a four-month fight, the US food company Kraft finally acquired the British chocolate producer Cadbury. This $19.5 billion take-over has been approved by Cadbury's board, thus creating the world’s biggest chocolate maker according to Cadbury’s website.
