January 26, 2021

Acqua di Parma Eyes U.S., Taps Will Chalker for New Marketing Approach

Acqua di Parma is unleashing a digital heavy marketing campaign and fresh new scent to appeal to a younger audience — and one that is more U.S. based.
The LVMH Moët Hennessy Louis Vuitton-owned brand’s revamped global communications and marketing strategy will roll out in tandem with fragrance Colonia Pura, which hits counters in September. Will Chalker, the former construction worker turned model who shot to fame after becoming a favorite of Karl Lagerfeld, will appear with his family in Acqua di Parma’s ad campaign.
“We’re communicating through a platform that is much more digital than before…but the main change isn’t about the media, it’s the way we’re going to communicate,” said Laura Burdese, chief executive officer of Acqua di Parma, noting that to date, all brand communication was product oriented.
“There were no people or emotional links or bonding,” Burdese said of the shift, which is now centered on illustrating the “Italian way of life” and a modern take on the brand’s Italian heritage.
To depict this, ad imagery features a combination of Chalker, Chalker and his wife and son and Chalker and his son to create an “emotional link” with consumers that encourages feelings of “bonding with the people around you.”
Burdese told

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