TBWA\Sydney has won the business for Oroton brand. The pitch win is a result of the business desire to shift perception and make the brand more attractive to a younger audience.
Oroton is one of Australia’s few international luxury brands but it has been largely undifferentiated in a cluttered category of “accessible luxury.” To increase the consumer share of market, the brand needs to move from an older, more conservative consumer, to a younger, more spirited one.
The new AW17 collection is an exciting step change for the brand. Designer Pia Wessels delivers a suite of modern, well structured and affordable pieces. TBWA\Sydney and Oroton will launch the new campaign in February 2017. The campaign features ambassador Rose Byrne, in her last campaign for the brand, but introduces some new and fresh faces for the brand.
TBWA\Sydney group business director Marnie Darren said “Oroton has always had beautiful bags but it is becoming increasingly difficult to cut through and attract consumers in the “accessible luxury” space. This new campaign is sexy and provocative. We’re thrilled to partner Oroton in this next chapter.”
Oroton CEO and managing director Mark Newman said “We’re excited to be partnering with TBWA as creative agency for the AW17 campaign. It has a very contemporary feel which we believe matches the feel of the first full collection designed by our new designer, Pia Wessels. The campaign has been created to appeal to our younger audience and contribute to the repositioning of the brand. We’re looking forward to launching it in 2017”.
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