Moscou rouge
The Iconic Fragrance
Moscou Rouge, or Krasnaya Moskva, is the first Soviet perfume, created in 1925. By the mid-20th century, it had gained international recognition. In 1995, it was honored as a classic of perfumery art by being included in the Osmothèque fragrance museum in Versailles.
Moscou Rouge, or Krasnaya Moskva, is the first Soviet perfume, created in 1925. By the mid-20th century, it had gained international recognition. In 1995, it was honored as a classic of perfumery art by being included in the Osmothèque fragrance museum in Versailles.
Case Studies
To reintroduce this legendary scent to contemporary audiences in Russia, the CIS, and parts of Europe like Serbia, we developed a unique social media campaign. This involved a three-season SMM series on Instagram, each with its own distinct narrative and aesthetic, dedicated to Moscou Rouge enthusiasts.
CANPAIGN OVERVIEW
Season Highlights
The campaign concluded with New Year's sketches capturing the spirit of the 1980s.
- Season 1: Embraced Soviet and post-Soviet aesthetics, sharing short stories that highlighted the timeless nature of the fragrance, alongside visuals reminiscent of Eastern Europe in the 1950s and 60s.
- Season 2: Presented a detective tale set in 1930s London, inspired by the Peaky Blinders series. The narrative followed a Soviet spy transporting the latest Soviet perfume to London, aiming to inspire the English proletariat, while facing opposition from the local mafia.
- Season 3: Ventured into a dark fantasy realm resembling 19th-century Estonia or Finland. The plot revolved around adventurers seeking an alchemical elixir of immortality based on Moscou Rouge, confronting witches and vampires along the way.
The campaign concluded with New Year's sketches capturing the spirit of the 1980s.
This project showcased that advertising a well-known product can break free from conventional marketing stereotypes. Instead of repetitive "Buy now" messages, we:
The success of the Moscou Rouge campaign set a precedent, leading us to adopt this storytelling approach in subsequent projects.
- Crafted original stories centered around the product.
- Developed unique aesthetics for each narrative.
- Integrated the brand's history and product concept into these stories.
- Engaged the target audience through a dedicated Instagram account.
The success of the Moscou Rouge campaign set a precedent, leading us to adopt this storytelling approach in subsequent projects.
INNOVATIVE APPROACH
RESULTS
AUDIENCE REACH
14k
INSTAGRAM GROTH IN 2 MONTHS
5М
20
MEDIA COVERAGE
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