French Connection Group PLC: Scent To Bed campaign

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout the world.

French Connection Group PLC: Scent To Bed campaign

Mark Lane

OVERVIEW

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout the world. The company's agency, TBWA\London, used an internal company moniker, FCUK (French Connection United Kingdom), as the conceptual basis for a newly brash brand image. Featured on product labels, storefronts, and in advertising that overtly encouraged the subliminal rearrangement of the acronym, the letters FCUK proved an immensely successful marketing device. The brand name was exported to...

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