广告代理:Callegari Berville Grey  广告主:Procter & Gamble 品牌:Hugo Boss
广告运动主题:Boss Bottled "Dressing Ritual"  首发日期:1998 市场:France, Germany
简介: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 and sufficient reputation & dream level to continuously attract new purchasers with low marketing support. A fragrance is most profitable when it manages to maintain a top 10 position in the market year in and year out. Boss successfully entered the fine fragrance market in the mid 80s with Boss No 1, however, by the 1990s it had become dated and sales declined. In order to survive long-term in the fragrance market, Boss desperately needed to launch a strong new signature fragrance that could maintain a top 10 position over the long-term. It was with this in mind that Boss, Hugo Boss (Boss Bottled) was launched in 1998.

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