Exotica Mother’s day 2012, you call it a comeback?
By admin I : Being online for almost 4 months, we only had the chance to review 3 exotica campaigns: Halloween – Christmas and Valentine’s, and lucky us, those campaigns were the worst in this brand’s all time record.
Exotica comes back this mother’s day with a new campaign, a return to human element integration, spontaneity and a concept that everyone identifies with. It’s every mother’s dilemma trying to evenly care and love her children; This year’s campaign plays it safe after the declining curve, in a successful attempt to show a creative approach.
It’s indeed an easy to sell / easy to buy approach, getting the brand back on track but lacking a surprise element (or is it us being too exposed) with a fun appealing visual treatment that could’ve easily lost the blunt human element presence and instead, gone for a more minimal look: 3 bouquets of different forms and sizes could’ve discretely hinted the 3 children without the spoon-fed 3 models visual, in a living room, with the youngest making puppy eyes (free cheese anyone?!)… A hint of exotica weddings comes to mind; The White upside-down flower symbolizing a bride, and that was exactly it!! no additives needed, no constructed approach… Brilliant!
Good job for this season, awaiting a real comeback to “ripple” on all the exotica campaigns.