The new public relations campaign from Burberry focuses on the story telling of the bottle that is inspired by the black trench coat and its signature design details. Bold and masculine, the weighted cap references horn-look buttons, while a hand-tied knot in English-woven black gabardine sits around the neck, celebrating the innovative fabric invented by Thomas Burberry more than 100 years ago.
Burberry launched Mr. Burberry as their new fragrance for men inspired by its iconic black trench coat. Mr. Burberry was created by Chief Creative and Chief Executive Officer Christopher Bailey, working in collaboration with renowned perfumer Francis Kurkdjian.
A grooming line and a collection of ready-to-wear pieces and accessories released as part of the launch.
“Mr. Burberry is our most significant men’s fragrance to date. Inspired by the iconic Burberry trench coat and by London, a city of great contrasts and contradictions. It is traditional yet irreverent, elegant without being pristine. It perfectly encapsulates a mood and an attitude that today’s Burberry man will recognize as his own.” – Christopher Bailey, Chief Creative and Chief Executive Officer, Burberry
Mr. Burberry Public Relations
- Created by Chief Creative and Chief Executive Officer Christopher Bailey, working in collaboration with perfumer Francis Kurkdjian, Mr. Burberry captures the essence of London – a city of great contrasts and contradictions – traditional yet irreverent, elegant without being pristine.
- A sensual herbal woody eau de toilette, the fragrance fuses classic scents of British perfumery with unexpected ingredients. Contemporary and sophisticated, the fragrance opens with notes of crisp zesty grapefruit, cut with a seductive base of earthy vetiver and smokey guaiac wood.
- The bottle is inspired by the black trench coat and its signature design details. Bold and masculine, the weighted cap references horn-look buttons, while a hand-tied knot in English-woven black gabardine sits around the neck, celebrating the innovative fabric invented by Thomas Burberry more than 100 years ago.
- Customers are able to physically personalize their Mr. Burberry bottle with up to three initials through a monogramming service available on Burberry.com and selected Burberry and wholesale stores. Users will also be able to monogram their own virtual Mr. Burberry bottle within interactive advertising and share it on Facebook, Twitter, Pinterest and Instagram.
- A grooming line which includes an aftershave splash, a face moisturizer and a beard oil has been created as part of the launch.
Inside The Collection
Fusing the worlds of fashion and beauty, the launch of Mr. Burberry is celebrated with a ready-to-wear collection including the new Chelsea fit Heritage Trench Coat worn by Josh Whitehouse in the Mr. Burberry campaign. Capturing the essence of the new men’s fragrance, the collection pays tribute to classic tailoring with a sense of relaxed, quintessentially British style and features contemporary-cut suiting, white shirts teamed with a soft-drape silk tie, traditionally-made brogues, classic leather bags, modern metal cufflinks and accessories.
Public Relations Campaign Overview
- Shot by Oscar® and Turner Prize-winning British director Steve McQueen, the campaign includes TV, print and a director’s cut film featuring British actor and musician Josh Whitehouse and British model and actress Amber Anderson. Titled ‘I Won’t Complain’, the soundtrack was created by British singer-songwriter and Mercury Music prize winner Benjamin Clementine.
- Steve McQueen says, “For the Mr. Burberry film, I wanted to convey the idea of two people who are passionately in love. It’s that moment in a relationship where all you are thinking about is each other, and all you want is to be with each other.”
The campaign launch features multiple platforms with innovations, including:
- Snapchat – as the first ever Discover special for a luxury brand, a dedicated Mr. Burberry Discover channel will allow users to access a wealth of style and fragrance content, including tailoring and grooming tips. The channel will also feature the full-length director’s cut and behind-the-scenes content from the campaign. Although the channel will only be live for 24-hours in-app, for two months following, Snapchatters who scan the Burberry Snapcode found at point-of-sale within select retailers will still be able to view the channel. This marks the first time a Snapcode is being used to unlock content in this way.
- Outdoor Advertising – from 25th April, scent-dispensing posters in Knightsbridge, London, will spray the fragrance directly onto the user’s wrist when inserted underneath the sensor. Double-decker buses covering key London routes will be wrapped in Mr. Burberry campaign imagery.
- In the US, pioneering use of programmatic digital outdoor advertising technology will target specific audiences within environments and at times of the day that are relevant to them.
- In-store Digital Experience – in selected retailers, a multi-sensory experience triggered by interacting with a Mr. Burberry bottle allows customers to discover the scent through compelling images and surround sound. They will also be able to create their own virtual monogrammed bottle.
The Mr. Burberry campaign was shot in London by Oscar® and Turner Prize-winning British director Steve McQueen in his first commercial film, and features British actor and musician Josh Whitehouse and British model and actress Amber Anderson. The soundtrack was created by British singer-songwriter Benjamin Clementine.