THE FIRST TRUE "PRODUCT PLACEMENT" ACTIVITY
Wyler Vetta was the first Binda brand to experiment with innovative and strong forms of communication: from the launch of a watch from the Eiffel Tower in 1956 to demonstrate the incredible resistance to shocks, to what can be considered the first real “product placement” activity on the wrist of an Italian Soccer Team, world champion in 1934; up to the first forms of mobile billboards and, together, tests of pop-up stores with the Romeo vehicle that moved among Italian cities promoting the brand and its products.
CLAIMS HAVE BECOME SLOGAN IN EVERYDAY LIFE
Over the years, a well-orchestrated and coherent work has been done on the Breil brand, making their claims so popular and becoming a way of saying : Take away everything from me, but not… and Do not Touch my… are expressions often used in everyday life.
In addition to the strategies, the choice of the characters that over the years have been ambassadors and testimonials of the various brands has also contributed to the success of the communication campaigns. From Melanie Griffith to Richard Gere, through Massimo D’Apporto and Catherine Spaak who adopted the class and tradition of Wyler Vetta.
And, again, a very young Monica Bellucci, a seductive Carrè Otis who shattered her partner’s windshield just because he had taken off her wristwatch; Eva Green and Charlize Theron… All beautiful women who perfectly embody the values and personality of the Breil brand: strength, sensuality, audacity and primordial instinct.