Procter & Gamble

Procter & Gamble

Enhancing the Hugo Boss message

Context

When choosing a fragrance, people are not simply buying a pleasant smell. They are associating themselves with an attitude and approach to life.

Approach

Hugo Boss, a leading fine fragrance producer, asked Innovia to create and define new ideas that would enhance and extend the message of their Hugo Brand. Innovia's suggestions were tested in markets across Europe, and the one that consumers found most compelling was selected for a new fragrance development.

Impact

With the basic idea in place, Innovia then competed with four design agencies to win the development of the product, from primary and secondary packaging through to naming the product. Since Hugo Energise was launched it has won several packaging and product design awards.