For the launch of Drakkar Bleu, CO-ANU delivered an immersive influencer campaign across the UK, France, Germany, Italy and Spain, supporting key retail partners including The Perfume Shop, Primor, Nocibé and Müller.
In partnership with Spartan, creators took part in high-energy obstacle race experiences, bringing the fragrance to life through real moments of resilience, confidence and achievement.
CO-ANU managed the campaign end to end, from influencer selection and travel logistics to content capture, market coordination and retailer-focused storytelling.
OVERVIEW
Guy Laroche’s fragrance world is rooted in confidence, strength and bold masculinity. With Drakkar at the heart of the portfolio, the brand has created a recognisable fragrance identity that continues to evolve for a new generation. Drakkar Bleu brings this world into a more contemporary space, combining freshness, strength and an adventurous spirit.
Real experiences create stronger stories.
Rather than simply introducing the fragrance, the campaign placed Drakkar Bleu within moments of challenge, resilience and achievement.
Each creator shared a three-part content journey across training, race day and post-race, building sustained visibility around the launch while allowing each market to tell the story in its own way.
INSIGHTS
INFLUENCERS
13
ENGAGEMENTS
98K
TOTAL REACH
1.2M
