Boss – Boss range

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, which accounts for around 40% of annual sales.
  

Boss – Boss range

Client:Procter & GambleAgency: Callegari Berville GreyCampaign Name: Boss RangeCategory: FMCG

SUMMARY

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....

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