Boss – Bottled

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend.
  

Boss – Bottled

Client: Procter & GambleAgency: Callegari Berville GreyCampaign Name: Boss BottledCategory: Long term effectiveness award

SUMMARY

Launching a fragrance is expensive, and a launch only becomes a long-term success when it manages to establish a loyal base of repeat purchasers, a sufficient reputation and “dream level” to continuously attract new purchasers with low marketing support. A fragrance is most profitable when it manages to maintain a top ten position in the market year in and year out. Boss successfully entered the fine fragrance market in the mid-1980s with Boss...

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