This campaign was a lot of fun to work with, mainly because the brief was to literally show a father having fun with his child… but tying it back to selling fragrances of course. After many collective brainstorm sessions there were plenty concepts to pursue, but none as encompassing as “Smell Like A Sir”. The target market was mothers and children looking to get the best Fathers Day gift within their budget, and it was decided to focus on a popular internet meme at the time that was dubbed “Like A Sir” because it would translate well across print, web, TV and radio, while also matching the playful tone of voice that Chemist Warehouse has adapted over time by ‘owning’ the fact that there a ‘discounter’.
