CRISTIANO RONALDO LAUNCHES FIRST CASUAL FRAGRANCE

CRISTIANO RONALDO LAUNCHES FIRST CASUAL FRAGRANCE

MADRID, SPAIN - SEPTEMBER 07: Crisitiano Ronaldo celebrates the launch of his new frangrance CR7 on September 7, 2017 in Madrid, Spain. (Photo by David Ramos/Getty Images for CR7) *** Local Caption *** Cristiano Ronaldo

Ronaldo describes his new fragrance as,the ultimate everyday scent’ saying, “It’s my secret weapon. I start my day with CR7 fragrance and it gives me the confidence to live each day to the full”

Discussing creating a fragrance for on the go, spontaneous young men, he says: “Smelling good makes me feel good and I wanted to create something that’s easy enough to wear every day. Wherever I go, CR7 is always in my bag so I can freshen up on-the-go and ensure that I always feel my best.”

Speaking about the bottle design, he comments: “I wanted every aspect of the fragrance to really represent me, from the bottle to the packaging to the campaign, and red is my lucky colour- it’s bold, confident, dynamic and memorable.”

During the event Ronaldo debuted CR fragrance’s official campaign film, entitled ‘My Fragrance Your Game’. He says, “My new CR7 fragrance is an everyday scent and I believe in living every day to the full. The ‘My fragrance your game’ film reflects many of the different aspects of my life and I want it to inspire my fans to have the confidence to live life to the max and follow their dreams – my fragrance, your game.”

The campaign lifts the lid on my life – a lot of people just see me on the pitch and of course football is a huge part of my daily life, but I also train hard in the gym, I’m interested in style, I attend amazing events but I also love chilling out at home and playing videogames with my friends. There are many different sides to my life and this fragrance represents that, so I wanted to bring fans into my world and show some of the things I’m passionate about”.

Ronaldo has previously launched two premium, evening scents, Cristiano Ronaldo Legacy and The Private Edition. The launch of CR7 fragrance is his first venture into casual, everyday fragrance aimed at a younger audience


CRISTIANO RONALDO LAUNCHES HIS FIRST CASUAL FRAGRANCE, CR7, WITH A CAMPAIGN THAT LETS YOU INTO HIS WORLD

  • Ronaldo describes his new fragrance as, ‘the ultimate everyday scent’ saying, “It’s my secret weapon. I start my day with CR7 fragrance and it gives me the confidence to live each day to the full”
  • The CR7 ‘My fragrance, your game’ campaign invites fans into the global sports star’s world and empowers them to live their own dreams
  • Ronaldo invited guests to step in to his world at an immersive launch event in Madrid

 7th September 2017 – Madrid: Today, Cristiano Ronaldo released CR7 fragrance, his first casual, everyday scent, with a brand-new campaign that explores the different facets of his highly coveted lifestyle as well as his spontaneous, playful personality. The fast-paced, energetic campaign film is reflective of the fragrance itself which is designed for the casual, on-the-go young man who aspires to live life like their idol.

Ronaldo premiered the film at an exclusive launch party held at renowned contemporary arts museum – Museo ABC in Madrid. The campaign is a lens into Ronaldo’s life, but is also a personal challenge from the sports-star to empower his fans to play their own game and live their own style, summarised in the tag-line ‘My fragrance, your game’. Ronaldo explains, “My new CR7 fragrance is an everyday scent and I believe in living every day to the full. The film reflects many of the different aspects of my life and I want it to inspire my fans to have the confidence to live life to the max and follow their dreams – my fragrance, your game.”

The film encapsulates the superstar sportsman’s passions and takes fans on a journey through fitness, football, friends, fashion and fame- a snapshot of what Ronaldo experiences every day. He said, “The campaign lifts the lid on my life – a lot of people just see me on the pitch and of course football is a huge part of my daily life, but I also train hard in the gym, I’m interested in style, I attend amazing events but I also love chilling out at home and playing videogames with my friends. There are many different sides to my life and this fragrance represents that, so I wanted to bring fans into my world and show some of the things I’m passionate about”.

The film is set within the vibrant red walls of the CR7 fragrance bottle- a metaphor for being inside Ronaldo’s world, which the fragrance unlocks. Ronaldo says, “I wanted every aspect of the fragrance to really represent me, from the bottle to the packaging to the campaign, and red is my lucky colour- it’s bold, confident, dynamic and memorable.”

Just like in the film, the event transported guests to an interactive CR7 playground where they got to experience the facets of the fragrance first hand, including a super-sized installation displaying the key accents of the fragrance, paired with a specially curated menu that championed the key notes and flavours of the scent.

The event also saw the launch of Ronaldo’s social media campaign, the #CR7Challenge, in which Ronaldo challenges fans to beat him at his own game. The sports icon performed an impressive ball control trick before challenging seven of his followers including attending YouTube sensations ChrisMD and Calfreezy as well as his superstar friends to take part.

With the bottle being front and centre of the campaign, every aspect of the packaging is carefully designed to reflect the sports star and empower the wearer. The striking, translucent red glass bottle features a bright silver CR7 logo on the front and debossed on the collar, whilst a black and silver cap starring Ronaldo’s iconic winning silhouette serves as a final personal reminder from Ronaldo to the user, from man to man, to go out and achieve his dreams. Packaged in an equally stand-out folding box with debossed ‘Cristiano Ronaldo’ panels, the winning silhouette and a striking portrait image, the box is contemporary, masculine and stylish, just like the young man who wears it.

CR7 is a fragrance for the spontaneous and on-the-go young man. Blended with notes of bergamot, cardamom, lavandin, tobacco, cinnamon, sandalwood, musk and vanilla, the fragrance is a contemporary cocktail of bold, daring scents, reflective of Ronaldo’s strong, vibrant character. He says, “Smelling good makes me feel good and I wanted to create something that’s easy enough to wear every day. Wherever I go, CR7 is always in my bag so I can freshen up on-the-go and ensure that I always feel my best.”

In creating the new fragrance, Ronaldo continued his collaboration with Eden Parfums who have collaboratively created and launched all of Ronaldo’s successful fragrance ventures. Marketing Director Stella Vassiliades said of the partnership, “Working with Ronaldo is always a pleasure but this campaign was particularly exciting for us, as we showcase the many aspects of Ronaldo’s life and personality and bring fans into his universe through the fragrance. As always, Ronaldo was passionate from start to finish, heavily involved in creating both the fragrance and the campaign and we’re very proud of what we have brought to life together.”

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