Diesel: Erotica

Marie-Julie Lorenzo

This case study describes how Diesel, the fashion brand, used a controversial campaign for its Erotica collection to create interest in China.

Diesel: Erotica

Marie-Julie Lorenzo

Campaign details

Lead agency: Fred & Farid ShanghaiContributing agency: DIESEL S.P.A.Brand: Diesel LuxeCountry: ChinaIndustry Clothing, apparel, Personal accessoriesChannels used: Online video , Social mediaMedia budget: Up to 500k

Executive summary

This case study describes how marketing for Diesel's Erotica collection in China was disguised as pornography.

China has always been very strict about pornography: it is banned everywhere, even in the cyber world. However, there are still ways for users to find pornography, especially Japanese porn movies, online, eg bit-torrent file-sharing websites or...

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