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.
Says Marnie Darren, group business
director, TBWA\Sydney: "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."
Says
Mark Newman, CEO and managing director, Oroton: "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."