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Joan and Melissa Rivers to star in $1.5m air freshener campaign

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By Jennifer Faull, Deputy Editor

August 29, 2013 | 2 min read

Joan Rivers has signed up to star in a campaign for Renuzit air fresheners alongside her daughter Melissa Rivers.

The $1.5m campaign devised by Pereira & O’Dell has involved a series of online video clips which will spoof reality TV show ‘The Bachelorette’.

Titled ‘Romancing the Joan,’ the series sees 18 men attempt to win over Rivers, each of whom have been personified as one of Renzuit’s 18 scents, for example: After the Rain Ryan and Raspberry Richard.

Renuzit intended for the web series to complement the more conventional ads for the wider ‘Choose them all’ campaign.

Short teaser clips are running on social media, with the first two episodes debuting next week on sheknows.com. The campaign will be fully rolled out by the end of the month.

Samantha Skey, chief revenue officer at SheKnows, the publishing company behind the films, told the New York Times: “The spoofing of reality TV and the playing with pop-culture memes should help achieve the brand objective, to cut through and get a wide audience.”

Media has been handled by Omnicom’s OMD.

Content created with:

Pereira & O’Dell

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