Havas Paris x Celio - Ce io Women - video Dailymotion

Havas

Can a men's fashion brand break into the women's market by "losing" its identity? Celio, a French menswear institution for 48 years, dared to find out. Faced with a declining women's ready-to-wear sector, they launched a bold, unconventional campaign to capture female attention.  The strategy? Staging the kidnapping of the letter "L" in their brand name, turning "Celio" into "Cio". This sparked widespread speculation and online engagement, with influencers, other brands, and even the French government participating in the "investigation."  This viral stunt didn't just create buzz; it shattered audience barriers, generating massive organic reach. The campaign culminated in a powerful reveal: the "stolen" L was "taken by women" – the very creators of the new Celio women's collection.  Discover how this daring marketing experiment not only redefined the brand but also successfully launched their new womenswear line, proving that sometimes, losing yourself is the best way to find a new audience.  #CelioWomen #BrandTransformation #FashionMarketing #ViralCampaign

Transcript

00:01Disclaimer, in French, the letter L is pronounced L, as in she or her.

00:08Got it?

00:09For 48 years, Cellio has been a leading men's fashion brand in France.

00:14In 2026, as the women's ready-to-wear market collapses, Cellio launches Cellio Women.

00:22Sounds crazy, right?

00:23So with 90% male customers, how do you get women to notice you?

00:30Introducing Cellio.

00:32Because Cellio is not without her anymore, we staged the kidnapping of our own L in our stores all around

00:40France.

00:41Following this nonsense, we released an official statement, asking people to help us find the robbers.

00:47If you have the least information or theory, share it in the comments. It will help us.

00:52We used fashion influencers to make them fact-check the thieves and amplify the investigation.

00:57J'étais tranquillement en train de faire mon shopping, quand tout à coup, le L de Cellio a disparu.

01:03People commented and theorized about this kidnapping.

01:07Other brands, surprised by these thieves, showed us their support.

01:14And lost their L one by one, posting, reacting, playing along.

01:20Even the French government reacted.

01:23Duo, I love you.

01:25No thanks.

01:26We don't need an H.

01:28Oh wow.

01:29In less than 72 hours, Cellio became a cultural phenomenon, breaking the glass ceiling of our current audience for free.

01:39At the peak of the investigation, we revealed the truth.

01:43The L wasn't stolen.

01:45It was taken by women.

01:48Six creators revealing the very first Cellio women's collection.

01:53And the reaction, massive.

01:57From social media, to mainstream media, and more importantly, in store.

02:04So remember, from now on, Cellio is not without L, I mean her, anymore.

Havas Paris x Celio - Ce io Women

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