Secondary research of AN. OTHER audience who buys the perfume at COS Boutique. He is bold and he isn't afraid
to challenge the norms.
to challenge the norms.
A.N OTHER
THE SITUATION This emerging brand of artisan fragrances wanted to identify its audience and expand its retail presence within artisan boutiques.
STRATEGIC APPROACH
When so many perfume brands spend a disproportionate amount of money on, well…just weird and fantastical ads, leaving only a small budget for the product itself, A.N OTHER saw an opportunity to be bold and do things differently. They chose to spend less on nonsense and more on exceptional craftsmanship and extraordinary ingredients by giving award-winning perfumers an open check and creative freedom. The CHALLENGE was to turn consumers’ attention away from the big brand names by redefining luxury in a way that wins their trust. So OUR OBJECTIVE aimed to drive in-store demand by inspiring perfume lovers (Boutique owners and older Millennials) to see A.N Other as more than just another luxury fragrance. Qualitative and secondary research led us to the INSIGHT that millennials reject brands that try to define them because they want the freedom to define themselves uniquely. The imperative to represent the values of this audience—who likes to challenge the status quo, led to the STRATEGIC PROPOSITION “The freedom to boldly be you” and the BIG IDEA “Redefine the norms—we do like no other.” Given A.N OTHER is inspired by creative freedom and bold choices this was an easy REASON TO BELIEVE.