Chanel Inc.: Marilyn campaign (1992)

When asked what she wore to bed, Marilyn Monroe gave the titillating response, "Chanel No. 5." Thirty-two years after her death in 1962, Chanel Incorporated capitalized on the equity created by this one-liner that forever linked Monroe to the quintessential French perfume with a commercial that brought her back to life through sophisticated technology.

Chanel Inc.: Marilyn campaign

William D. Baue

Overview

When asked what she wore to bed, Marilyn Monroe gave the titillating response, "Chanel No. 5." Thirty-two years after her death in 1962, Chanel Incorporated capitalized on the equity created...