Taxis and Molton Brown make scents

Molton Brown’s latest fragrance was a collaboration with Designer Ancuta Sarca

Molton Brown are the established name in British Perfumery. Ubiquitous was very pleased to offer their services to Molton Brown for their latest “Artists of Note” series.

The who, what, where, and why.

Molton Brown’s Artists of Note series offers well-known creatives the opportunity to create a fragrance for their range. Their most recent series was a collaboration with well-known designer Ancuta Sarca, who created a refined Bluebell and Wild Strawberry fragrance.

This campaign had two goals: building brand awareness through a sustained taxi effort using 30 Electric Livery Taxis from the 17th February to the 16th March, plus a PR effort for a sip, spritz, and sketch event in central London.

For the sip, spritz, and sketch event, taxis picked up and dropped off Ancuta Sarca and other VIPs to an elegant event in Mortimer House in Central London.

Why did taxis work?

We know from past campaigns and subsequent audience surveys that audiences equate taxis with refinement, class, and prestige. A campaign for a luxury perfumer like Molton Brown benefits from these positive associations while building on them for greater brand fame and awareness. It’s also not hard to recognise the impact of thousands of daily trips down London’s trendiest neighbourhoods.

Simply put – taxis were able to drop off the talent at Molton Brown’s PR event, while simultaneously putting thousands of wealthy eyes on Molton Brown’s branding. If that’s not multi-tasking, we’re not sure what is!