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Davidoff
Cool Water
REBORN
35 years after launching this iconic brand, we were brought back to revive its DNA.
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The challenge
Over the past 35 years, Davidoff Cool Water campaigns were remarkably consistent. But as competition started to copy them, they became somewhat generic, lacking edge and character.
The Davidoff Cool Water team contacted Select World, who created its original launch campaign, to take the brand further and write its new chapter.
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Our Strategy & Concept
Our approach: Past Forward. Davidoff Cool Water, REBORN.
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Recapture the strength of the original concept
Davidoff Cool Water’s original concept became iconic because it was classical and elegant yet echoed the erotic pulse of nature.
Its sensuality and elementality are extremely relevant in today’s overstimulated world.
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Connect with today’s masculine ideals.
We cast a man that a larger majority of men could identify with; charismatic, less classic and more ethnically inclusive.
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Leverage a relevant insight to create a new fragrance concept.
After years of living in a pandemic, deprived of nature, and the “great resignation”, today’s men are looking for more meaning in their lives. Looking to reconnect with nature in order to reinvent themselves, to be REBORN. Select World’s Concept for Davidoff Cool Water: REBORN
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Let's give your brand the recognition it deserves.
Let's talk ›
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