We were briefed to generate huge social buzz for the online launch of UNDISPUTED - A fragrance by Floyd Mayweather. With no way for the audience to smell the fragrance, the brief was to sell the brand and in turn build an audience that would buy the product, no matter what it smelt like.
THE SOLUTION - ‘Be The undisputed champion of your OWN life.’
With Floyd Mayweather as the face of the brand, there was one thing it did smell of… Success.
Research showed that Floyd Mayweather’s audience was dedicated to professional sports, music and gaming and had a drive for success that was second to none. So we set ourselves a mission. To position the fragrance as the key to success, selling a lifestyle rather than a fragrance. Ultimately inspiring the audience to ‘Be The Undisputed Champion of their own lives’.
THE Five senses of success
Introducing the Five Senses of Success. We hand picked five up and coming athletes (across the audiences passion points) to represent the different senses and to become the Undisputed brand ambassadors. Through five films we told their unique stories, offering insights and exclusive behind the scenes content to inspire a new generation of undisputed champions.
Within these exclusive films, we linked smell to sight, sound, taste and touch as our talent described the senses of success, showcasing the fragrance as the link. Throughout the content Floyd was elevated as the undisputed champion, cementing him as the face of the brand.
