Lessons in Seduction

It must be my all-time favourite lingerie ad campaign: Aubade Lingerie's 'Lessons in Seduction'.

Tongue-in-cheek humour, beautiful photography and a very clear brand and campaign identity that no-one ever confuses for another brand.

But here's the really surprising thing in the oh-so-fleeting world of ad campaigns: this campaign has been running since 1992. Yep..you read it right...that's a 15-year campaign!

Seeking to revitalize the then-flagging brand, CEO Ann-Charlotte Pasquier fell in love with a publicist's idea to market each new set of underwear as a “lesson” in seducing men. The idea took off, and Pasquier now spends over 12 percent of the company's annual budget on marketing and communication. Sales have soared from €15 million (US$18M) in1992, when the lessons campaign first launched, to $50 million (US$60M) in 2002.

So why does this sexy campaign appeal to women as much as it appeals to men?

Simple: It provides a light-hearted look at the game of love, without being tacky or pornographic. And women (all women) identify with the tongue-in-cheek tips they are given to seduce a man. The tasteful black-and-white photos further help position Aubade as a luxury brand. And the campaign also hits home in drawing together women by the sharing of tips, which are clearly worded from a female perspective.

The campaign's message is clear: create desire, and give consumers (both men and women) a way to fulfill that desire through purchase of the product.

Talk about a win-win situation for both men and women! ...And Aubade of course!