ATL, BTL y online
MTV wanted to enter the fragrance market with the launch of perfumes for women and men: MTV Fragrances. Our challenge was to introduce MTV in the new market and reach its target without modifying the brand’s personality.
The key strategic elements were: the identification of insights about millennials, the product definition, pricing strategy, distribution channels and the development of ATL, BTL and online strategies. Achieving the objectives of the project has meant communicating the brand’s vision to the perfume market, as well as taking into account the strategic communication plan and consumer market spending.