Sarah Jessica Parker Covet Fragrance

Case of the Coveted Bottle

With just a commercial and limited ad dollars to work with, Coty reached out to theConspiracy to help break through the cluttered landscape of celebrity fragrances.

The result was the popular “The Search for the Coveted Bottle” campaign, an Alternate Reality Game that built on a dramatic TV commercial featuring Sarah being arrested after trying to steal a fragrance bottle from a Parisian store window. The campaign relied heavily on the various social networks that our target consumers frequented, utilizing a cast of characters delivering clues and engaging with our consumers on a daily basis to help solve the mystery and free Sarah from jail. As a result of the campaign, Covet Fragrance became the #2 selling fragrance in the world during the launch period.

consp_adm1nSarah Jessica Parker Covet Fragrance