Puig Beauty and Fashion Group is using the Sex and the City movie to advertise its Carolina Herrera 212Sexy fragrance.
The Carolina Herrera 212Sexy commercial will be run before the movie and fragrance samples will be given to the audience as they exit. The promotion, brokered by Pearl & Dean and MPG, will take place in ten Vue cinemas around the UK throughout the opening weekend. “We are confident that this national campaign across ten major cities will strengthen the brand awareness of the 212Sexy fragrance universe,” said Puig UK’s marketing director Simon Tuplin.
Cinemagoers will be greeted celebrity style with a red carpet and paparazzi. In addition, they will be invited to pose in front of a New York backdrop and enter into a competition to find the best pose, for the chance to win luxury flights to New York.