Campaign details
Advertisers: DieselBrand: DieselAgency: Publicis ItalyCountry: Belgium, Italy, Luxembourg, United Kingdom, United States
Objectives
Marketing challenges
For many, Diesel symbolized their own adolescence and coming of age. But just like them, Diesel was no longer youthful and felt a bit stuck in the past. An internal study revealed the brand was linked to the image of the rough rebel from the 90's; the one who drinks whisky and drives a Harley. Diesel was now perceived as a static and dusty denim brand, known but not exciting.
Denim was once a statement. Anyone...