MARC O'POLO LAUNCHES ITS BIGGEST BRAND CAMPAIGN EVER, WITH GISELE BÜNDCHEN AND TONI KROOS

Marc O'Polo is collaborating with supermodel Giselle Bündchen and star footballer Toni Kroos on the biggest brand campaign in the company’s history. Expected to generate more than one billion impressions, the campaign aims to drive the international expansion of the casual lifestyle brand while giving a particular push to menswear. To maximize results, Marc O'Polo is, for the first time, pursuing separate communication strategies for its Marc O'Polo Casual womenswear and menswear lines.

“Gisele Bündchen and Toni Kroos live our values and are an ideal fit for our brand. The world's most iconic supermodel, Gisele is internationally known as a nature lover and activist, a family person and a health enthusiast, while Toni, the most successful German footballer of all time, with over 10 years at Real Madrid, stands for social responsibility through the Toni Kroos Academy and his foundation, says Maximilian Böck CEO Marc O’Polo SE. CPO Susanne Schwenger adds: “They are the perfect testimonials to further increase our brand awareness and relevance internationally and expand our market share, for menswear in particular."

The activation measures driving both communication strategies make this campaign the biggest brand activation in the history of Marc O'Polo. The core of the media campaign is an international full-funnel digital campaign that will generate more than one billion impressions. Eye-catching out-of-home measures in key European cities, including giant posters in Rome and Madrid, help to increase brand relevance. The campaign is based on a compelling and comprehensive POS presence via shop window and façade banners, in-store activations, sustainability installations and POS events, both in Marc O'Polo stores and at all retail partners, including La Rinascente, El Corte Inglés, Magasin du Nord and Breuninger, among many others.

By product-seeding key campaign pieces to the international creator and influencer network #MOPCircle, Marc O'Polo creates high credibility and additional content with a global reach in more than 20 countries. The highlight of the menswear campaign will be an international B2C event with Toni Kroos as a star guest.

The focus of the womenswear strategy is on iconic photography featuring Gisele Bündchen. The aim is to create the Marc O’Polo ideal—a fusion of the perfect model, the cinematic yet intimate aesthetic of photographer Lachlan Bailey, and the sustainable, timelessly modern, high-quality and natural Fall/Winter 2024 collection.

Marc O'Polo has taken a different approach for menswear. At the centre is an image film, driven by emotions from the world of football and by the strong personality and compelling story of Toni Kroos. The campaign claim, "Quality defines us”, underlines the common essence of Toni Kroos, who has brought quality to the pitch for decades, and Marc O’Polo, which has relentlessly pursued quality as a brand for decades.