The new fragrance is a big deal for the brand. This will be the first male scent to launch since the best-selling Le Male hit counters 16 years ago. Kokorico - onomatopoeia for a rooster’s cry - debuted in France last July and the launch ad campaign was a series of black-and-white television spots shot by Jean-Baptiste Mondino, starring Spanish model Jon Kortajarena in a natty feathered tuxedo (well, he's meant to be a man-rooster after all). The woody cocoa scent represents 'the boastful cry of a rooster, the conquering cry of a man-warrior, the cry of a young man filled with pleasure…'
But it seems the brand is trying a new tack, as the global Kokorico print campaign, shot in Paris last week by British artist and photographer Matthew Stone, will feature Pejic. It seems the signing of Pejic could encourage a wider audience to try the fragrance – keep in mind that Gaultier's Fleur du Male is as much loved by the women who wear it as the men.
See the making of the original advert below. Do you think they should have kept Kortajarena as the face, or are you excited to see the new campaign with Pejic?