Iain Walters
Assistant Brand Manager at Grey London
London, United Kingdom
TitleBOSS Orange DP
Agency
Campaign BOSS Orange - Procter & Gamble
Advertiser Procter & Gamble
Brand BOSS Orange
PostedJuly 2010
Business Sector Cosmetics, Beauty Products & Perfumes
Story SUMMARY

Previously an unspectacular performer in the female category, HUGO BOSS launched a fragrance in one of the most cluttered and difficult environments ever, with over 1000 fragrances on the market and around 300 launches annually, in a category showing nearly double digit decline year-on-year due to the financial crisis.

The objectives of the campaign were to grow HUGO BOSS female business by establishing a top 10 position in both the German, Austrian & Swiss (DACH) markets and the UK market and to successfully launch BOSS Orange women’s fragrance, establishing its newly developed equity as a new brand. The target audience was women in their 20s, who put importance on being expressive and 'happy in your own skin'.

The strategy was to speak to the liberated souls – to design a fragrance brand that would deliver on the need for genuine and positive experiences, launching the BOSS Orange fragrance sub brand. The campaign showcased actress Sienna Miller's optimistic and genuine approach to life. Beautiful, but not impossibly perfect; styled, but not overly so. Sienna is 100% genuine in how she expresses herself and it was her slight roguish charm that stood her apart from the typical A-list celebrity.

The strategy would be to confront the masculine perception of BOSS Orange quickly at launch, getting women to engage with the brand in an immediate and emotional way. In store, which creates twice the awareness of above the line advertising in the fragrance category, was supported by mass media channels targeted at where the Emotional Indulger was relaxing and enjoying herself. A heavy weight PR seeding of the campaign and BOSS Orange brand was designed to get editorial content in fashion magazines. A digital campaign enabled women to order samples online, providing a crucial step in the Emotional Indulger's path to purchase.

Results show that in both the UK and DACH, BOSS Orange went to #1 at launch and has maintained a top 5 position since, exceeding the objective of a top 10 position. Moreover, revenue in DACH was 270% of target and in the UK 135%.. In the end, women found the work so engaging that they are making they own copies on YouTube and this from a brand that had failed to engage women at a deeper level until now. The fragrance became P&G’s best UK launch in 5 years and Germany’s best launch on record.
Media Type Print
Market Austria, Germany, Switzerland, United Kingdom
Actor / Celebrity
Business Director
Global Planning Director
Art Director
Managing Partner
Creative Director
Account Manager
Marketing Director
Brand Manager
Exec. Vice President Prestige Brand Agency Leader
Assistant Brand Manager
Media Manager
Strategic Planning Director
Practice Group Director
Account Director

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