Davidoff
The Game
The Game arrived in early 2013 in airport shops, under license from Coty. Bernard Ellena builds a gin fizz accord on juniper berries, an iris faceted with precious wood, a dark base. Davidoff houses it all in a stack of poker chips in black glass. An aromatic woody released a few months later in an Intense version.
Where to buy
Davidoff announced The Game in late December 2012 and released it in the first quarter of 2013, first in airport shops. Coty operates the Swiss house's fragrances; the composition is by Bernard Ellena, who worked with the brand's creative team.
The player as figure
The launch discourse holds in a few phrases: never underestimate the stake, master the rules, leave nothing to chance. Davidoff targets the man of the world, charismatic, convinced that every move counts at the table.
Casino imagery
The house built its communication around a game of poker between gentlemen: playing cards, chips and gaming tables fill the launch visuals. The bottle takes up this imagery in turn, down to its shape.
The follow-ups
Davidoff extended the line a few months after release. The Game Intense, composed by Lucas Sieuzac, appeared in September 2013 with a reprised gin fizz, iris, blackwood, patchouli and labdanum. The Brilliant Game joined the series later.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
A casino table, cards and chips
The launch campaign stages a poker player at the casino, in press advertising and in a television film of fifteen, twenty and thirty seconds.
Davidoff built the launch around a gaming table. The campaign stages a gentleman playing poker in a casino, and the visuals give pride of place to cards, stacks of chips and baize.
The plan pairs press advertising with a television film cut to fifteen, twenty and thirty seconds. The house reads into it an art of seduction matched to the mystery the fragrance keeps. No photographer, no muse, no director was credited.
The British launch of 30 January 2013 ran through a scented insert in the Daily Telegraph, relayed by the Evening Standard, the Guardian and City AM, and through samples handed out at Canary Wharf station.