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 Hugo Boss Fragrances division of Procter & Gamble.
Both products' ads share a breezy, high-energy creative approach. In the 30-second TV spot "Where're You Gonna Go?" Ferrari says words of youthful insouciance, such as "Life's a journey, travel light," as she romps through New York.
"Our research showed that women in their early 20s value independence and experience and they aren't pessimistic," said Alice Ericsson, Grey's group creative director on the business.
"Out-of-the-category advertising is a key part of our unique approach," said Roisin Donnelly, vice president of marketing at Hugo Boss Fragrances.
Grey also handles the media planning. Media buying is done by various P&G shops.
Hugo Boss spent about $6 million on advertising for all its brands last year, according to Competitive Media Reporting.
Hugo Woman will compete with such market-leading fragrances as CK1 from Calvin Klein and Tommy Girl from Tommy Hilfiger.