Online specialty store Indulge.com launched its site along with a
multi-million dollar national advertising campaign.
Indulge markets prestige beauty products, style accessories, jewelry and a
signature “Made to Indulge” collection, as well as customized “Ultimate
Indulge Experience Packages.”
The brand positioning will be communicated through an advertising campaign
created by AG Worldwide.
“My hope is that women like me relate and respond to the emotional context of
the campaign,” said Cathy Taylor, co-founder of Indulge.com. “The visual
images were created to encourage people to start thinking of online shopping
as an experience of discovery and fulfillment.”
On Nov. 28, five million 12-page magazine folios will be inserted into the
full circulation runs of The New York Times Magazine, Los Angeles Times
Magazine, San Francisco Examiner Magazine and Chicago Tribune Magazine.
The 11×12 magazine folios will also be used as a direct mail piece in key cities.
“It’s not often that we get a chance to position a strong campaign around
such a compelling name,” said Peter Arnell, chairman and executive creative
director of AG Worldwide and an Indulge equity partner.
“The tag name — indulge — gives us the excellent opportunity to explore all the incredible
connotations that comes along with it.”
AG Worldwide is a full-service branding, marketing and advertising company
with clients that have included Samsung Electronics America, Samsung
Telecommunications America, Samsung Global Image Advertising, Tommy Hilfiger,
Hanes Hosiery, Movado, Ray Ban, Chanel, Banana Republic/The Gap, Marui
Department Stores, Japan and Progressive Insurance.
