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Giorgio Hugo ads create hip, unconventional image for Hugo Boss' third U.S. fragrance.

This article was originally published in The Rose Sheet

Executive Summary

GIORGIO AD CAMPAIGN FOR HUGO CREATES "UNIQUE," UNCONVENTIONAL IMAGE for the company's third Hugo Boss fragrance to launch in the U.S. Targeted to a more youthful audience, the print and TV ads are tagged "INNOVATE, don't imitate." Unlike ads that use primarily visual images to convey a message, the campaign for Hugo is based on aphorisms aimed at young people who consider themselves individualists. Picturing German model Werner Schreyer, the ads feature short sayings -- coined "Hugoisms" by the company -- including "The world is getting smaller...smell better"; "It's not about what you have...it's about what you do with it"; and "Life is a journey...travel light."
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