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Grey Advertising is breaking a national ad campaign to support the launch of a new fragrance from Hugo Boss called Hugo Woman.
The strategy of the campaign, which breaks next month, is to associate the brand with the wholesome rebellion and individuality of its 18-29-year-old target audience. Print and TV ads feature model Karen Ferrari with the tagline, “Don’t imitate. Innovate.”
The fragrance is the female counterpart to Hugo Man, which was launched last year by the Santa Monica, Calif.-based
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