De Rigo’s popular lifestyle brand Police has rolled out a worldwide travel retail campaign. Support its starring role in the blockbuster Men In Black film.
Sony Pictures’ Men in Black: International stars Chris Hemsworth (Thor, Avengers: Endgame, Snow White &, etc.), Tessa Thompson and Liam Neeson. However, in the film, the actors wear Police sunglasses, including the Origins 1SPL872. Made in a classic shape and featuring all-black glossy acetate and the iconic 90s eagle logo, created exclusively for the film.
In keeping with the international flavour of the movie, De Rigo has taken its travel retail campaign worldwide. Above all, Men in Black activations unveiled at key airports in Europe, the Middle East, Africa, and the Asia Pacific.
More about the Men in Black Activation
Supported by an online activation allowing shoppers to digitally try on Police glasses before looking up where they can buy them. A promotional video directs customers to the website by asking if they have what it takes to be a Men In Black agent.
The in-store campaign, which launched in April and runs through until the end of July, includes branded towers in airports including Basel Mulhouse and Casablanca. However, as well as on-shelf branding and prominently displayed visuals depicting the film’s stars at top airports across Europe, Northern Africa and the Caribbean, such as Lisbon, Naples, Cairo and Guadeloupe.
At Sharjah Duty-Free, the Watches and Sunglasses area of the duty-free store played home to a Men In Black store-in-store. Complete video screens throughout the airport and a counter display. Additionally, each shopper also treated to a gift with their purchase.
The campaign also landed in Dubai Duty-Free and Bahrain Duty-Free. Additionally, taking to the seas with MSC Cruises as the company looked to corner the booming cruise market.
In Asia, De Rigo unveiled a full window display at the Haitang Bay Duty-Free Shopping Complex. However, supported by the creation of a wrapped cashier’s stand. Additionally, with visual displays on the sunglasses gondola showcasing the stars wearing their Police glasses.
Meanwhile, in Bangkok, the Terminal 1 departures shopping area at Suvarnabhumi Airport featured a video in the main entrance. Additionally, a miniature stand playing the film’s trailer on the gondola. The campaign also featured at 30 locations across the region, including Hong Kong and Melbourne airports. Additionally, with on-shelf branding and gifts with purchase available to entice shoppers.