Police sunglasses marketing strategy turns its focus onto everyday people
Following a prolonged campaign on international cinema and sports stars, the Police fashion house has decided to abandon this consolidated strategy and to focus on the pluck and uniqueness of young, real-life people.
Police has recently launched its new watch, jewellery, leatherwear, clothing and perfume lines, alongside its sunglasses collections for men and women. Furthermore, in 2009 it is to introduce its new kids line of sunglasses. It is safe to say, therefore, that Police is an all-round lifestyle brand. Now, having enjoyed continuous growth on the Italian market and considerable success in leading European markets, Police has decided to trust the taste and personality of its most loyal customers, and to rely on their ability to stand out as fashion lovers, and not as fashion victims, through their personal and unique lifestyles.
So it's goodbye to iconic figures such as Bruce Willis, George Clooney, David Beckham and Antonio Banderas, who, over the past decade, have contributed so significantly to developing the Police success and image. It's also farewell to stereotypes, and conformity with other eyewear brands. Police has decided to take a road less travelled, based on the idea of 'cool hunting' by their striking qualities, passions and occupations, and by an extremely original sense of style.
The new Police sunglasses campaign; accompanied by the claim BE YOUNIQUE, was developed by the 1861 United agency in Milan, and was shot on the streets of New York by the portraitist Pierpaolo Ferrari, under the supervision of the creative director Roberto Battaglia. The campaign transforms young, everyday men and women from across the globe into spokespeople and trendsetters, playing on their unique professions - a shark dentist, an elephant-sitter, a shampoo tester - to create stolen, real-life urban shots, with a distinctive use of Police sunglasses and other accessories. The new Police campaign is to be adopted worldwide, creating a consistent communication strategy for the new Police sunglasses collections for adults and children. The campaign will involve newspapers, billboards and the Internet.