For the Infected and their Infectors. About Brand Infection.

“Would someone tell me how this happened? We were the fucking vanguard of shaving in this country. The Gillette Mach3 was the razor to own. Then the other guy came out with a three-blade razor. Were we scared? Hell, no. Because we hit back with a little thing called the Mach3Turbo. That’s three blades and an aloe strip. For moisture. But you know what happened next? Shut up, I’m telling you what happened—the bastards went to four blades. Now we’re standing around with our cocks in our hands, selling three blades and a strip. Moisture or no, suddenly we’re the chumps. Well, fuck it. We’re going to five blades.”

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The Austrian traditional lingerie company Palmers has introduced its new branding, developed by the agency Desgrippes Gobé. According to official sources the brand wants to position itself in front of H&M, which has been taking away lingerie customers over the past year.

Palmers is eager to get back its younger customers, thus presenting their products in a fresher, more modern way while keeping focus on the better quality they’re producing. Next to changing its logo and redefining the traditional green tone, the company will renovate the shops’ interior design and assistants dress code. The cost of rebranding totals around 25 million Euro, says Palmers CEO Thomas Weber.

Supermodels like Cindy Crawford and Tricia Helfer have worked with Palmers in the past. It will be interesting to see whether Palmers sticks with the supermodel strategy or introduces more natural models like bathing lotion company Dove has done.

More about the brand’s history in the Brand Directory

New Logo

Old Logo, till 2005

Old advertisement, extremely popular among men

Company History: Palmers
1914: first Palmers shop opens in Innsbruck, Austria
1936: first shop operated through franchise, after the 2nd world war there are 45 shops in Austria
1950-1992: expansion in Germany and around Europe
1992: Palmers Textil AG is founded to organise the activities of Palmers, their younger brand p2 and the shop line Gazelle

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In today’s world of branded entertainment, Joe DiMuro is one busy and determined man.

As the executive VP/GM of Sony BMG Strategic Marketing Group, DiMuro is responsible for creating and generating product, licensing and business-development opportunities for bands and brands. This is accomplished by his team through targeted marketing programs using innovative, nontraditional platforms to drive sales and increase awareness.

Read the Interview

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