My Dad Introduced Opium to Cleveland
Joel Libava
? Demystifying Franchise Buying | Author & Strategic Advisor | Over 24 Years Experience | Franchise Research Authority | Franchise Industry Writer | Classic Rock Lover
This post is not my usual foray into all things franchising.
Instead, it's about marketing.
Amazing marketing. Let's begin.
My dad really did introduce Opium to Cleveland. And at the time (1977), it was super controversial.
Opium?
Really, Joel?
Opium?-the perfume.
My late father, Jerry Libava, was employed by Yves Saint Laurent (YSL) at the time. And Cleveland (where our family we lived) was part of the massive territory he managed.
1977 happened to be the year I graduated high school. I remember the buzz around the new perfume. How big the launch was going to be. And how controversial the advertisements were. Check this out.
YSL's Opium: A Masterclass in Controversy Marketing
In 1977, Yves Saint Laurent launched "Opium" - a perfume that turned controversy into commercial gold.
And despite (or because of) its provocative name and marketing, it became one of the most talked-about fragrances in history. And it was a risky thing to do back then. It included:
And the packaging. Wow.
Flickr link for image:
A Success!
The launch of this controversial perfume (and the sales numbers) allowed YSL to extend Opium into the men's market. With "Opium pour Homme" (1995).
YSL also developed multiple "flanker" fragrances to capture new market segments. For example, "Black Opium."
Finally, YSL was able top collaborate with influential figures like David Lynch for their groundbreaking ad campaigns. Ads that were talked about everywhere.
Update: David Lynch just passed away. Read
A Lesson For Marketers
It's more difficult than ever to gain the attention of today's consumers. And you know why.
But, if you can get their attention...your target market's attention, you can win.
Could a marketing campaign that's controversial be your ticket to your success as a marketer? It worked for YSL.
To conclude, the Opium launch and follow-up ads demonstrated how strategic controversy, when paired with genuine product innovation, can create lasting market impact. Plus, the fragrance's legacy continues to influence luxury marketing strategies today.
What's your take? Have you seen other examples of brands successfully turning controversy into commercial success? Share your thoughts below!
P.S. check out the link in the comment section to see the original Opium commercials. They are extremely powerful. It's visual marketing at it's best.
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2 个月Love this Joel Libava ? Crafting a marketing strategy is like cooking; the right ingredients in proper measure create a memorable experience.
? Demystifying Franchise Buying | Author & Strategic Advisor | Over 24 Years Experience | Franchise Research Authority | Franchise Industry Writer | Classic Rock Lover
2 个月Pretty crazy when you think about it.
? Demystifying Franchise Buying | Author & Strategic Advisor | Over 24 Years Experience | Franchise Research Authority | Franchise Industry Writer | Classic Rock Lover
2 个月As promised, check out these Opium ads. They are incredible! https://youtu.be/pALndhTo2l0?si=h4GItcEEiJXE2NtO