Elevating The British Seaside campaign for Jo Malone London

The Challenge​

Jo Malone London, the British brand known for its luxurious fragrances and lifestyle products for bath, body and home, briefed Tag to activate the ‘British Seaside’ multi-channel campaign for their limited-edition fragrances: Raspberry Ripple and Wood Sage & Sea Salt.​

Evoking the charm and nostalgia of summers at the British seaside, the launch of the scrumptious Raspberry Ripple fragrance, reminiscent of ice creams on a balmy day and the invigorating Wood Sage & Sea Salt fragrance, recalling fresh coastal aromas, was the perfect opportunity for Tag articulate the vision of the campaign into highly collectible products for the discerning customers of Jo Malone London.

The Solution ​

Using Tag's expertise in creative production, retail media activation and sourcing, we created a range of accompanying store inventory items complementing the charm and nostalgia of the campaign, including fragrance blotters and key rings, each requiring distinct creative execution to bring to life the British Seaside, whilst aligning with Jo Malone’s exacting brand guidelines. ​

To ensure the final products met Jo Malone's high creative and brand standards, Tag managed a meticulous sampling process for every item in the collection with each SKU undergoing a minimum of three physical sample rounds. This required close collaboration between Tag and Jo Malone's creative and production teams to ensure every detail aligned with the brand’s vision before moving into full production.

The Result​

Tag successfully launched Raspberry Ripple, the hero scent, and led the introduction of Wood Sage & Sea Salt in a bespoke Luxury Seaside Tin, enhancing the overall campaign experience.​

220,000 units were produced across 16 SKUs and delivered in July 2025. The project was realized on budget, achieving a 12.7% market average saving across the program.