Procter & Gamble (P&G) has appointed Spirit Integrated Communications (Spirit IC) to handle the launch of a Hugo Boss fragrance, Baldessarini, which will be backed by a 10m (&£6.27m) campaign. The agency pitched against several undisclosed agencies.
The campaign, to include television and cinema advertising, will be launched initially in Germany from September, and will then be rolled out globally in succeeding months. It will use the strapline: “Separate the men from the boys.”
Spirit IC managing partner Ali Mirza says: “The strapline clearly marks the territory. This is a cologne for successful, confident men who know ‘real quality’ when they see it.”
Earlier this year, P&G appointed Grey Worldwide Paris to handle the launch of Boss in Motion – a range of products that includes a fragrance, an aftershave, a shower gel, a shower scrub and a deodorant.
P&G Prestige Beauté, which holds the Hugo Boss licence, has been expanding its range of fragrances with the recent acquisition of Jean Patou’s fragrances. The company also has a licensee agreement for the marketing of the Lacoste fragrance and bodycare products.
Additionally, Hugo Boss is planning to open ladieswear shops around the world this year. The company opened its flagship store in Tokyo in April (MW April 11).