Boss Pure sprayed at Tangs underpass

Singapore - P&G Prestige Fragrances has launched its latest perfume, Boss Pure, through an OOH campaign which has the creative featured in the Tangs underpass, leading to Lido, equipped with a fragrance dispensing mechanism.

The campaign uses waterfall imagery as its main visual and is supplemented with 'Boss Pure ambassadors' giving away scented towels, twice a week over three weeks, at Raffles Place and Tanjong Pagar MRT.

"We're really excited with this novel and refreshing advertising initiative in the prime Orchard Road area. Hugo Boss fragrances have a large following in Singapore and we're confident this launch campaign will reinforce the brand's visibility and grow our customer base further," Peg-gy Siew, marketing manager for P&G Prestige Products, said.

The OOH campaign runs until 25 June.