CITIZEN CHANGES DIRECTION TO INCLUDE “REAL PEOPLE” IN THEIR BRAND NEW AD CAMPAIGN IN 2016.
This light-focused campaign takes a new approach, featuring bold, graphic imagery and real people who are closely aligned with the Citizen brand in their passions, life choices and their work.
We listened very closely to the needs and preferences of the consumer. Both qualitative and quantitative research revealed that today’s consumer wanted to see people in our ads that reflect the values of our brand, and most importantly, they wanted to see people much like themselves who reflect the accessibility of our product offerings.
Chloe Coscarelli, is an award-winning vegan chef and cookbook author who brings to life the mission statement for the Citizen L Ladies’ Collection: “Brave is Beautiful. Making the right choices is in your nature. You care about something bigger than yourself. That is what drives your world”. Chloe has an inspiring dedication to animal-free cooking that she combines with decadently delicious recipes and beautiful presentations. Her lifestyle choices ideally align with the Citizen L Ladies’ Collection timepieces, which combine the practicality of technologically advanced craftsmanship with the luxury of exceptionally beautiful design.
Chloe Coscarelli can be seen in the 2016 ad campaign in print, digital and social media.
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