On October 14, 2010, the stage was set for the global press launch of Tommy Hilfiger’s new fragrances Loud for Him and Loud for Her in Berlin, Germany. Over 150 journalists from around the world attended this star-studded event where Tommy Hilfiger and Veronique Gabai-Pinsky, Global Brand President, Aramis and Designer Fragrances, hosted a full day and evening of activity that immersed our media in LOUD.
The day began with a press conference moderated by MTV Germany VJ, Hadnet Tesfair. Joining Tommy and Veronique were spokesmodels, Daisy Lowe and Josh Beech and the song writers for our campaign anthem, “We’re Not The Same,” Grammy nominated duo, The Ting Tings. This was followed by a Q&A session and one-on-one interviews with our talent. Also in attendance to spread the message of LOUD were the five talented collaborators whom Tommy and Veronique called upon to develop the collection: perfumers Aurelien Guichard and Yann Vasnier, bottle designer Chad Lavigne, photographer/director, Francesco Carrozzini and co-Founder of The:Hours Agency, our music liaison, Fabien Moreau.
Over the course of the day, the Tommy Hilfiger Toiletries Global Communications team managed over 100 interviews on the fragrances and advertising campaign, generating global buzz for the LOUD brand. We had print, radio, online and television media from the worlds of beauty, fashion and music from 15 countries. Outlets such as Elle (Belgium, Sweden and Norway editions), Radio 105 (Switzerland), Blitz TV (Portugal) and Vogue online (Spain) were thrilled with the opportunity to be part of our celebration of the fragrances. By the end of the day, the message was LOUD and clear - the connection between scent and sound is a powerful one and this collection screams rock-n-roll.
Once business was taken care of, our press day concluded with a VIP red carpet event and concert headlined by The Ting Tings. Serving as a kick-off to the Hilfiger Denim brand’s concert series, Hilfiger Denim LOUD, temporarily renamed in honor of our fragrance, more than 1500 Berlin music-goers partied all night with us.
The Ting Tings’ performance was live-streamed on the Tommy Hilfiger facebook page and to ensure that the party didn’t end in Berlin, we also launched LOUD Radio, which is available now for downloading. LOUD Radio is the first digital radio station with HD sound dedicated to a fragrance and the spirit of creative collaboration. It is available on tommy.com/loud and includes a selection of songs/artists selected because their DNA is similar to Tommy’s brand. We’ve shared this technology with our markets so communities and fan bases worldwide will contribute to this audio social media, embedding the player everywhere and taking part in supplying content in 9 different languages.
LOUD for Him and Her is available now in the EMEA. Created through an open exchange of ideas, LOUD is creative collaboration of some of the best talent in music, fragrance and film. Put simply, it is scent remixed.
LOUD
A NEW SCENT AND SOUND
MIXED BY TOMMY HILFIGER