During Art Basel Miami, we launched a rejuvenating new fragrance. Once our ads had people paying attention, we announced an unexpected twist: Coastal Mornings isn’t from a cosmetics company, but an automaker.
Before Art Basel, we teased.
Serena Williams kicked things off by posting a fragrance ad that gave her fans the impression Coastal Mornings was her first post-retirement endeavor.
We built a faux storefront.
In Miami, we made people think a Coastal Mornings boutique was opening soon. It drove people to our event and acted as a backdrop for influencer content.
Influencers acted confused.
A dozen fashionable influencers told their audiences that they’d received a mysterious new fragrance in the mail along with an invitation to an event in Miami.
Custom bottles and rejuvenating design gave it cachet.
To make Coastal Mornings feel like its own brand, we gave it a unique look and feel and partnered with a glass blower who hand-crafted a limited series of bottles with an orange ombré effect to suggest the rising sun
During Art Basel Miami, we revealed.
After inviting people to our event in Miami, we broke the news: Lincoln was the sanctuary-obsessed brand behind the fragrance.
Serena posted an insta to fans eager to learn more about Coastal Mornings
Samples of the scent.
Anyone could experience the fragrance for themselves, the only time it will be available outside of a Lincoln.