Hugo Boss is launching a global campaign for its new men’s fragrance, Hugo Dark Blue, at the end of this month. The scent, from Procter & Gamble, comes in a dark blue bottle shaped like a cocktail shaker. It aims to attract a ‘young, sophisticated’ male consumer with a ‘strong and sexy’ image. A TV, press, cinema and poster advertising campaign by the Grey subsidiary Blue Grey will coincide with the product’s gradual roll-out across Europe, Asia, Pacific and Africa, up to March 2000. Blue Grey account director Pip Stocks says: ‘The darker side of Hugo’s campaign complements the advertising for the current Hugo brand by offering men something for a different mood. The man who wears Hugo Dark Blue will be expressing his individuality.’ The fragrance ‘contains notes of lemon, ginger, cypress, sage suede and patchouli.’ Media buying is through MediaCom TMB. Hugo Dark Blue will be available in aftershave and eau de toilette in 75ml and 125ml sizes.
Our trusty columnist has been away for the past 10 weeks teaching the Mini MBA in Marketing and Mini MBA in Brand Management to 3,000 marketers across more than 40 countries. With class over and fresh from winning the PPA Columnist of the Year award, he returns with his own take on the Ronaldo Coca-Cola incident.
Organisations with greater CX maturity are seeing their ability to demonstrate returns put them in a stronger position to invest, at a time when digital experiences are making the difference in winning customers’ business.
A key fixture of its long-standing ‘Live Young’ campaign, Evian made the decision to switch its marketing focus to sustainability as the brand’s top marketer believes people now “want to know what’s behind the brands” they consume.
After a year under lockdown, many marketers are turning to thoughts of next steps and new ways of working.