Chanel Inc.: Egoiste campaign (1991)

In 1991 Chanel Inc. launched a new men's cologne with one of the most elaborate and expensive commercials ever produced.

Chanel Inc.: Egoiste campaign

Anita Louise Coryell

Overview

In 1991 Chanel Inc. launched a new men's cologne with one of the most elaborate and expensive commercials ever produced. "Not since its famed No. 5 women's fragrance was launched in 1921 has Chanel mounted so much marketing muscle behind a new product," wrote George Lazarus in the Chicago Tribune.Egoiste, the name of the new product, was released into a lethargic men's fragrance market that had shown little real growth in the previous two years. Chanel hoped its French-named perfume would grab a large piece of the market in men's...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands