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English Blazer: Gentleman

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English Blazer by Yardley London is South Africa's largest, and fastest growing, male fragrance. While English Blazer has provenance, it was in danger of appealing only to older consumers. To make it more contemporary and appeal to younger consumers, we had to show that it was for the modern gentleman. In other words, not stuffy and stuck in the past - we had to give it an edge. This was achieved in three ways: the casting of the leads, the styling of their wardrobe and the music. The TV ad from M&C Saatchi Abel Cape Town asks viewers a simple question "What makes a gentleman?"

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