Puig’s omnichannel launch for 212 Heroes strengthens Carolina Herrera’s TR leadership position in the Americas

Puig Travel Retail Americas has launched an extensive omnichannel campaign covering the entire passenger journey throughout the Americas to mark the launch of Carolina Herrera’s new masculine fragrance 212 Heroes. The ambitious campaign–  across 19 countries and 74 airport doors — is running at major South and North American airports, including São Paulo-Guarulhos, Buenos Aires-Ezeiza, Mexico-Benito Juárez, Lima Jorge Chávez, Cancun, New York-John F. Kennedy and Miami International throughout June and July.

The omnichannel campaign encompasses the whole passenger journey and includes captivating out of home visuals, airport media screens, e-tailing, social media and inflight video.

The Carolina Herrera 212 Heroes airport campaign in Lima (above), São Paulo-Guarulhos (below), and Cancun (bottom).

An ode to youth

The playfulness of 212 Heroes is brought to life in striking in-store animations that encourage travelers to immerse themselves in the youthful world of the fragrance, against the backdrop of New York and skateboarding.

Highlights of the campaign include contemporary fragrance discovery bars, mini skate ramps and gifts-with-purchase.

Consumer engagement is heightened via a digital retail-tainment game, accessed through a QR code that invites travelers to enjoy a virtual ride through New York City’s streets while avoiding obstacles.

Sense of place elements also play a key role in the traveler’s fragrance experience. With every purchase, customers receive 212 Heroes stickers featuring land-marks from the city they are in, to customize their luggage or skateboard.

An omnichannel campaign for the whole passenger journey

The 212 Heroes immersion is amplified through substantial social media activity across airports, inflight and on retailers’ platforms – reaching passengers at all touch-points in their journey.

In a first for Carolina Herrera, the 30-second 212 Heroes spot was shown on all CopaAirlines flights across the Americas throughout June. The advert included a call to action to try the fragrance in duty free stores.

 At Cancun Airport, Latin America’s busiest airport for international passenger traffic so far in 2021 (YTD April), 212 Heroes was featured in a media takeover in which the fragrance is promoted on 105 digital screens in two terminals. A similar campaign, which features a call to action to try 212 Heroes in duty free stores, is being executed at São Paulo-Guarulhos Terminal 3 and Ezeiza International Airport.

The 212 Heroes omnichannel campaign also encompasses paid geotargeted social media activity, with messaging specific to the airport city, as well as advertising on Dufry and Attenza Duty Free’s websites and social channels.

212 Heroes is inspired by the spirit of skateboarders. A fruity, woody fougère, the fragrance incorporates organic and vegan ingredients certified by Eve (Expertise Vegan Europe), and is housed in a fun skateboard-shaped flacon.

Felipe Grant

Felipe Grant, Puig Travel Retail Americas General Manager, commented: “A launch campaign of this magnitude strengthens Carolina Herrera’s leadership in the Americas region and demonstrates Puig’s commitment to creating unforgettable fragrance experiences. The disruptive 212 Heroes campaign, with its digital and sense of place elements, is a fantastic way to welcome travelers back to airports and I would like to thank our retail partners for their support in bringing this complex campaign to life.”