Parfums de Coeur, Ltd.: I'M Going To Have An Aviance Night campaign

Anita Louise Coryell

In 1975 Mark Laracy was the marketing director at Prince Matchabelli, a subsidiary of Chesebrough-Ponds Inc.

Parfums de Coeur, Ltd.: I'M Going To Have An Aviance Night campaign

Anita Louise Coryell

Overview

In 1975 Mark Laracy was the marketing director at Prince Matchabelli, a subsidiary of Chesebrough-Ponds Inc. Under his direction the company developed and marketed Aviance, a fragrance that became better known for its television commercial than for its scent. The marketing campaign for Aviance targeted a specific group of women that were particular to the early 1970s—the stay-at-home wife and mother who was feeling a certain degree of insecurity about her relationship with her husband. The campaign for Aviance, "I'm Going to Have an...

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