2017 marked a significant year for Burberry, not just in terms of its product offerings but also in its advertising strategy. The brand, known for its heritage and sophisticated aesthetic, embarked on several advertising campaigns that year, each aiming to capture a different facet of its evolving identity. These campaigns, spanning across various product lines including fragrances and apparel, showcased a diverse range of models and a cohesive yet multifaceted visual language, solidifying Burberry's position as a leading luxury brand. This article delves deep into the various Burberry adverts of 2017, analyzing their individual merits and collective impact on the brand's image.
The "Burberry Goddess" Advert and its Model:
One of the most memorable campaigns of 2017 was undoubtedly the "Burberry Goddess" advert, although the term "Goddess" wasn't officially used by Burberry in their campaign title. This campaign, focusing primarily on a new fragrance, successfully fused classic Burberry aesthetics with a contemporary sensibility. The advert featured a striking model – and here it's important to note that while Burberry often utilizes multiple models across different campaigns in a single year, pinpointing a single "Burberry Goddess" model for 2017 is challenging as the brand promoted various faces. Therefore, we'll analyze the general characteristics of the models used in the fragrance campaigns of that year, rather than focusing on a specific individual.
The models chosen for the 2017 fragrance advertisements generally possessed a certain ethereal quality. They weren't just beautiful; they exuded a sense of strength, independence, and modern femininity. These were not the demure, passive models of the past. Instead, Burberry opted for individuals who could embody the confident and sophisticated woman the brand sought to represent. The visual language of the advert often emphasized natural beauty, utilizing minimal makeup and focusing on the model's inherent features. This approach aligned perfectly with the growing trend towards authenticity and inclusivity within the advertising industry. The setting, frequently featuring natural landscapes or minimalist urban backdrops, further enhanced the feeling of effortless elegance. The overall effect was one of understated luxury – a signature Burberry trait.
The "Burberry Goddess" campaign (using the term colloquially), whether for a specific perfume or a wider range of products, wasn't solely about the model. The cinematography played a crucial role in shaping the overall narrative. Slow-motion shots, close-ups highlighting the fragrance bottle and the model's expressions, and a carefully curated color palette all contributed to creating a visually stunning and memorable experience. The music, often a carefully selected track with an evocative melody, further amplified the emotional impact of the advertisement.
Burberry Perfume Advertisements and the Wider Campaign Strategy:
The 2017 Burberry perfume advertisements were intricately linked to the brand's broader marketing strategy. They weren't isolated campaigns; rather, they formed part of a cohesive whole, reinforcing the brand's consistent messaging across different platforms. The models used in the perfume adverts often appeared in other Burberry campaigns, creating a sense of brand recognition and familiarity. This strategic approach helped build a strong connection with the consumer, fostering a deeper engagement with the brand.
The Burberry perfume advert, whether focusing on a new release or an established scent, consistently highlighted the quality and craftsmanship associated with the brand. The advertisements often showcased the intricate detail of the fragrance bottles, emphasizing the luxurious materials and meticulous design. This attention to detail extended beyond the visual aspects; the fragrance itself was presented as a luxury item, worthy of careful consideration and appreciation.
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