Eternity Now for Men Calvin Klein 2015

Project: Eternity NOW (2015)

Inspiration: “The good old Eternity. Shouldn’t we do something with that again?” - “Yeah, we need to get that stuff out of the back zone. The 90s were so awesome. I was still little back then, almost not even born, but it must have been really wild. Techno, House, Hip-hop. MTV and Viva. Not like today, where everything is so wishy-washy. Although there’s a lot of cool stuff today too...” - “Yeah.” (Excerpt from the brainstorming of the C.K. creative heads)

Instruction to the perfumer: Take the old Eternity (1989). There’s really not much you need to change. Just add a bit more sugar. Hey, ginger! Starfruit is also trendy right now. Those guys at Creed did something crazy like that, a cocktail with coconut water. But you really have free rein. The rest will be taken care of by marketing.
Oh, and it shouldn’t cost too much. We’re aiming for a younger target audience. However, we’d like to have a few real crowd-pleasers in there. Patchouli is a pretty cheap raw material and smells earthy. It doesn’t have to be too earthy because of the youthfulness (You understand: “Sex” without sex). Can you manage “Moroccan cedar”? I mean without REAL cedar? And Madagascar vanilla? Because that sounds really high-quality with the provenance details. The good perfume houses all do that, it’s basically standard today. And a bit of aquatic-salty-sex feeling wouldn’t be bad either. Maybe a bit more of that, you can then tone down the vanilla a bit, also smart in terms of pricing. Otherwise, as I said, you have free rein. Have fun!

Desired associations (can be contradictory --> aim for a broad target audience): sweet, sweeter, youthful (sweet youthful seducer! young! vulnerable teenage macho, possibly with a guitar, blonde, maybe a few tattoos... no, actually without a guitar), cocktails (Ibiza!), sex! (see advertising campaign), cool, fresh (business people and office types like that) Fougère (we’ll write that on the sample cardboard flap, the older and very old folks will like/know that too), exotic woods (I mean: whoever doesn’t bring that is to blame themselves. There are a thousand such molecules out there. A combination of those will surely be something new). We can’t think of anything else at the moment. That’s something already.

Design: Old design + something peppy added. Looks great! (--> additional tagline??)

Marketing campaign: We’ll spend some money on that. Either we show a base jumper jumping off a cliff. The sexy adventure type, but you can’t see his tattoos in the suit (too little sex appeal?). Or we show a scene at the beach, a few sleepy boys and girls, naked but covering each other up (the morning after a hot outdoor summer night??), sand on the skin, dreamy melancholic girl eyes. Sounds brilliant. Or something completely different, something urban. The modern seducer in the concrete jungle...? But others have done that already... It’s really difficult to stand out from the crowd these days. We might stick to something tried and true that fits the brand and stay in our lane (Underwear). Hey, let’s just show sexy models in underwear, an erotic couple (the grown-up and adapted crazy heads of the 90s?). That will create beautiful images. Yes, immediately one should think: C.K.! You don’t really have to reinvent yourself every time.

Opinion of an end consumer (fan mail, age category: 35+): Dear cool people at C.K. I’m really a huge fan of your latest men’s fragrance Eternity Now (and also your underwear *smile*). I already knew the old Eternity and liked it back in the 90s. The new one is quite similar, but seems a bit cooler to me. Also fresher and sweeter. I can’t say exactly, I’m not that familiar with perfumes. All I have are the images that arise in me. I really feel irresistible, sexy with it. I wear it all the time at the office. Unfortunately, I’ve never been approached about my new scent (which may still happen). It could be that people think, because the new cool scent is so similar to the old one, that I’m still wearing the old one and they don’t dare to mention the minimal difference (in my opinion, the new details really make the scent much better, you guys at C.K. really haven’t done anything wrong) to me. I’ve gained a lot of confidence from your perfume and I believe that I’m now much better received by women. At lunch in the cafeteria, I thought I caught a few longing glances from girls in my direction. Anyway, I have no doubt that one day I will win the hearts of women, at least I already smell good and also wear your sexy underwear. So, nothing can really go wrong *smile*.
In solidarity - Now: your eternally young underbrush