Penhaligon’s scented taxis
02nd August
Look out for a fleet of Penhaligon’s scented taxis which hit the streets of London this week. Each one will smell of a different fragrance inside and the drivers have all been trained to talk about the various products.
The cabs have been wallpapered outside with the various scents’ labels, with funky ads adorning the fold-up seats (see below). It’s more 360 communication and all that, but also a great evocation of the brand’s soul – wittily, eccentrically British and premium, without being stuffy. After all, a ride in a scented cab is sure to be an improvement on the usual experience over the summer, and I can’t wait to hear the driver’s patter.
From a design perspective, it’s a good example of how packaging which is essentially formal and traditional can be used in a contemporary and spirited manner. We understand that the budget was modest, but like all good ideas, it’s sure to punch above its weight – creative by Dye Holloway Murray.
2 Comments
Jovan Buac
August 5, 2010 10:15 pm
For me, this campaign teaches us two lessons about great marketing – be so very on brand and think creatively about your media channels. When you get it right, the two fit together perfectly. OK, and maybe a third thing – you don’t need multi-million pound budgets to get a great piece of advertising out there.
Paul Cartwright
August 25, 2010 4:50 pm
Hello. The taxi graphics were created by Paul Cartwright Branding based on their work on a similar graphics used on the interiors of the latest stores.
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