Scotch & Soda launches first global communication campaign
For the autumn 2016, Scotch & Soda will introduce a new communications approach. The Dutch brand, owned by Sun Capital Partners and Kelwood, wishes to attract new customers through what has been heralded as its first global campaign.
The label has been very active since the end of the 2000s, and has always paid attention to its visual image, reflecting a premium-mid market positioning with denim, bohemian and ethnic influences. This time, led by Marketing Director Adam Kakembo, who joined the company last year, Scotch & Soda will be relying on an extensive media presence.
"From Amsterdam, From Everywhere" is a reference to how the label's creative teams devise their collections. The advertising campaign was created by the Duval Guillaume 133 agency, part of the Publicis Worldwide group, with pictures by Emma Summerton.
It will be featured on out of home advertising, as well as online and in major fashion and lifestyle magazines. The brand is targeting chiefly the Dutch and German markets, but also Belgium and Sweden, as well as in Italian, Frence and British magazines.
The campaign is expected to continue with a second stage scheduled for January 2017.
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