The latest street marketing campaign by Burberry, a British luxury brand, has faced backlash from the Parisian municipality. The campaign involved covering an 80-meter bicycle lane near the Eiffel Tower with a sticker featuring Burberry’s new monogram.
The idea behind the campaign was to promote Burberry’s new pattern developed by Creative Director Riccardo Tisci. The sticker used the monogram in its “stripe” variation and imitated the straight structure of the bike lane. However, the campaign quickly drew criticism for several reasons.
Firstly, concerned cyclists alerted the Paris City Hall about the slippery nature of the sticker placed on the bike lane. This raised safety concerns as it posed a potential risk to cyclists. Additionally, the campaign was considered as wild advertising, as Burberry failed to inform the City Hall about the campaign before its execution.
Paul Simondon, the deputy in charge of cleanliness at the Paris City Hall, took to Twitter to express his disappointment with Burberry’s actions. He condemned the brand for covering the bike lane with a prohibited advertisement and a slippery surface. He also mentioned that Burberry would be held accountable for the violation, with the fine likely to be several thousand euros, in accordance with the city’s regulations on wild advertising.
Burberry’s attempt to make a splash in the heart of Paris through this street marketing campaign has backfired and caused controversy. Despite the brand’s intentions to promote its new collection in a prominent location, the execution of the campaign was not well-received by the Parisian municipality.
This incident serves as a reminder to luxury brands to prioritize compliance with local regulations and obtain necessary permits and approvals for their marketing campaigns. While creative marketing strategies can be effective in garnering attention, it is crucial to consider public safety and respect for local authorities.
Burberry’s disregard for the rules and regulations of the city has put their brand reputation at stake and may result in significant financial penalties. Other luxury brands should learn from this incident and ensure they comply with local regulations and show respect for the cities in which they carry out their marketing efforts.
Useful links:
1. Burberry Official Website
2. Business of Fashion
