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L'Occitane launches festive multichannel campaign

by Stuart Bryan

November 22, 2022

L'Occitane has launched a new multi-channel branding campaign in time for the festive season.

In preparation for Christmas, the creative made by Bladesman is aptly named, ‘What is a Gift’. The 30 second ad highlights issues such as respecting biodiversity, reducing waste and empowering women; all of which align with the brand’s core values.

The linear TV campaign will feature across a host of popular TV channels in the UK, with hero spots also positioned in Grand Designs; this will be supported by VOD activity across All4 and Sky on Demand. In addition, activity in the Republic of Ireland will also be running on Virgin throughout November, featuring on primetime shows such as Emmerdale.

A two-week out-of-home campaign containing bespoke "station domination" plans will also commence across London. Strategically chosen due to the city’s high concentration of ABC1 Adults, the OOH drive contains a variety of London Underground formats selected to create an unmissable feeling in stations close to key L'Occitane stores. Mirroring this strategy, a campaign will be run in both Northern Ireland and the Republic of Ireland throughout November.

To supplement the TV and OOH activity, L'Occitane will have presence in several traditional print placements targeting ABC1 Women throughout November and December.

Over the course of the ‘What is a Gift’ campaign, L'Occitane will continue with its ‘always on’ podcast strategy and will be featuring in Changes with Annie MacManus and Owning It: The Anxiety Podcast.

Commenting on the campaign, Shimon Kalichman of L’Occitane, said “The run up to Christmas is such a critical period for L’Occitane, as it is for most retailers. Working with Bladesman Productions, we have created a beautiful campaign that talks to the values of the brand and our unique approach to gifting. We are delighted to continue our work with Guerillascope who have been instrumental in helping us deliver this content and our brand messaging to key audiences across the country. Guerillascope’s vast experience, insights and relationships have really helped us ensure our budget is spent wisely and with maximum impact in mind.’’

Alexa Buckler, Associate Director at Guerillascope, added: “We’re delighted to be working with L'Occitane on the ‘What is a Gift’ multi-touchpoint campaign, the ad has an important message on sustainability and empowerment, both of which values are very important to us at Guerillascope”.