Diesel’s Only The Brave
To publicize their new fragrance Only the Brave, Diesel has set up a microsite called Is Brave to house their various online presences, including their latest tweets and blog mentions. It also displays videos around the central theme of bravery, titled Heart, Mind and Nerve, and features a shout box for users to convey what they think bravery means to them. Last but not least, they have tied up with artists and icons they think represent bravery, and will be hosting art-related events in New York on April 30th, Miami on May 7th and Los Angeles on May 9th.
While there doesn’t seem to be anything that really strikes us as novel in this campaign (relating ‘only the brave’ to bravery isn’t terribly innovative), it remains to be seen how popular the fragrance actually becomes.