Part 1 : Choosing the advertising campaign
Diesel « Fuel for Life » iesel S.p.A is famous through the brand “Diesel”. It is an Italian brand for women, men and child clothes. Created by Renzo Rosso and Adriano Goldschmied in 1978, the company takes place like stores in 1996 in New York City. The majority of the production is externalized in 80 countries. The headquarters of the company is based in Molvena (North East of Italy). Diesel represents more than 5 000 shops in the world with 300 on the own brand. The main activity of the company is the creation of Jeans which represent 40% of its turnover. The premium brand “Diesel” is lent to others companies to create shoes, watches, jewellery and so on. Since some years, Diesel has children clothe lines with different brands like “Diesel Kids”, “55DSL” or “Diesel style”. Diesel targets essentially women and men between 18 and 25 years old who are fashionable. For more diversity, the company decided to create perfumes in collaboration with L’Oréal which is leader on the aesthetic market; “Fuel for life” for men and women. My work will be focused on these products. The first reason of my choice concerns the marketing communication politic of the company. The company takes a lot of risks with its advertisements which chock people. The second reason is that through my researches, I discovered that often advertising for aesthetic products tell a history. With my work, I want to understand why the brand knows such success rather than it is often criticized for its communication tools. The last reason is that Diesel created a lot of different advertising for its perfume and the product knew a real success. The question is to discover how advertising can be so convincingly

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About the product “Fuel for Life” “Fuel for Life” is a perfume from the brand “Diesel”. Before its creation, the company has known a failure with a first perfume. “Fuel for Life” exists for men and women and has been creating in 2007. Since its