{"id":521,"date":"2014-06-07T11:02:12","date_gmt":"2014-06-07T11:02:12","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=521"},"modified":"2014-06-12T15:15:52","modified_gmt":"2014-06-12T15:15:52","slug":"brand-extension-vespa-launches-first-perfumes","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2014\/06\/brand-extension-vespa-launches-first-perfumes\/","title":{"rendered":"Brand Extension: Vespa Launches Its First Perfumes"},"content":{"rendered":"

Piaggio, the Italian manufacturer of the iconic Vespa brand of scooters, is diversifying into the perfume industry. Vespa is extending its product range by launching a selection of new Vespa fragrances for both men and women.\u00a0<\/strong><\/p>\n

Scooter manufacturer Vespa partnered with beauty product manufacturer Coty to develop new fragrances that will carry Vespa\u2019s name. With this launch, Vespa extends both its brand and product range from scooters to perfumes.<\/p>\n

This move might sound risky but still remains interesting. While some might find it difficult to associate a scooter brand with the scent of perfume, instead imagining the smell of the toxic fumes that emanate from the scooters, Vespa is focusing its strategy on suggesting the smells of Italy, the freedom and the open road magical scents of the \u201cdolce vita\u201d.<\/p>\n

The print adverts<\/h1>\n

In fact, the print adverts, developed by Young & Rubicam Paris and photographed by Diane Sagnier, show a group of happy young people under the Mediterranean sun. The ads perfectly reflect Vespa\u2019s brand identity, who has chosen \u201cThe Scent of Freedom\u201d both as its signature and as the name of its perfume collection.<\/p>\n

\"Vespa_230x300SP_VespaDuo_1-1.pdf\"<\/a> \"Vespa_230x300SP_VespaHomme_1-1.pdf\"<\/a> \"Vespa_230x300SP_VespaFemme_1-1.pdf\"<\/a><\/p>\n

The products<\/h1>\n

Vespa for Her was created by perfumer Nicolas Beaulieu. Notes include\u00a0lemon sorbet, bergamot, ginger, orange blossom, heliotrope, apple, cedar, vanilla and white musk.<\/p>\n

Vespa for Him is the men\u2019s version developed by perfumer Juliette Karagueuzoglou. Notes include grapefruit, juniper berries, violet, lavender, pink pepper, pineapple, patchouli, suede and vetiver.<\/p>\n

The packaging<\/h1>\n

Both the bottles and the packaging design were conceived by the independent agency 4autre. The bottles have been designed to discretely imitate the front part of a Vespa scooter and the boxes represent a minimalist yet vintage style, with the Vespa logo and Italian flag reiterating the brand\u2019s origins.<\/p>\n

The brand extension strategy:<\/h1>\n

Brand extensions\u00a0are a\u00a0marketing\u00a0strategy in which a company marketing an established product uses the same\u00a0brand name\u00a0in a different product category. This strategy is a good way for companies to improve and leverage their brand equity; in other words, their brand image, brand awareness and long-term sustainability.<\/p>\n

It is surprising that Vespa chose to expand towards the perfume industry as consumers might associate toxic road smells with the new fragrances. Vespa might loose time and energy by trying to convince people that the fragrance smells like summer and freedom instead.<\/p>\n

The fragrances will need to truly reflect the Italian \u201cDolce Vita\u201d, which is Vespa\u2019s main brand association. A failure in the fragrance\u2019s conception could create undesirable attribute associations, damage the Vespa\u2019s perceived quality, or alter existing associations.<\/p>\n

Finally, this new product development demonstrates the will for Vespa to expand the industry it plays into, making the brand not just about motor engines, but an essential part of the Italian \u201cDolce Vita\u201d experience. By developing a perfume, Vespa might be able to enhance its brand universe with a new olfactory experience.<\/p>\n

References:<\/strong>\u00a0Fragrantica<\/a>, Nst Perfume<\/a>, Basenotes<\/a>, Marketing Week<\/a>, Il \u00e9tait une pub
\n<\/a>Pictures:<\/strong> Il \u00e9tait une pub<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Piaggio, the Italian manufacturer of the iconic Vespa brand of scooters, is diversifying into the perfume industry. Vespa…\n","protected":false},"author":2,"featured_media":529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Piaggio, the Italian manufacturer of the iconic Vespa brand of scooters, is diversifying into the perfume industry. 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