Boss – Boss range

Client:Procter & Gamble
Agency: Callegari Berville Grey
Campaign Name: Boss Range
Category: FMCG


The common assumption in the fragrance market is that range advertising does not work. Hugo Boss has proven this assumption wrong. There are hundreds of fragrances for men and more than 30 launches every year. This ultra-segmentation creates a problem during the key Christmas season (accounting for 35%–40% of yearly sales). The big idea was to use range advertising to resolve budgetary pressures on Boss male fragrances over Christmas 2006 in France and in the UK.


  • To clearly communicate the Boss 'Success' equity yet with a clear segmentation of 3 distinct fragrances.