Chanel No5 has been the number-one

Chanel No5 has been the number-one fragrance in the world almost continuously since its creation in 1921, an extraordinary achievement in an industry that sees an average of almost 300 perfumes launched every year, and where the average shelf life for a fragrance is only two or three years.
In some markets, however, Chanel No5 slipped. In order to regain the top spot, and attract a new generation of perfume wearers, Chanel launched a new ad campaign which centres on a 'commercial' directed by Moulin Rouge director Baz Luhrmann, starring Nicole Kidman, and lasting almost three minutes. The short 'film' is a fairytale romance. It tells the story of the most famous woman in the world (Kidman), who flees a horde of paparazzi and jumps into a taxi where she meets a young writer (Brazilian star Rodrigo Santoro). He does not know who she is, and they share a romantic weekend in his garret before she returns to her responsibilities and the outside world.
Although there is a large Chanel double C illuminated in lights outside the garret, Chanel No5 is not actually featured in the film, being present only in the final shot in the form of a diamond pendant in the shape of a No5. 'I think people get into the story and want to live it,' says Marianne Etchebarne, international marketing director of Chanel fragrances. 'It is a commercial that is a real piece of art. No5 is the ultimate luxury brand of the market, an this new campaign will be the strongest to date in terms of making all women dream about No5.'
Chanel's £18 million ad is just a particularly dramatic example of a trend toward alternative marketing. Carolyn Carter, president and chief executive of Grey Global Group, says: 'Every target group is
becoming more resistant to the traditional advertising methods, so brands have to look at different ways to move people. Therefore there is a shift towards other strategies like product placement in films, direct marketing and sponsorship.'