The fragrance Pacha Ibiza meant something to a generation at one time, but it did not age well. Puig fragrances needed a major rebranding, from the packaging through to the brand voice.

We created a 360 campaign (TV ad, OOH, online, events, influencer activations and more).

It was a global campaign. The main characters in the ad are influencers who would connect to new generations. We switched out the dark clubbing vibe and highly sexualised brand image for an outdoor daytime celebration. The idea was to associate the brand values with the lighter, brighter side of “La Isla Bonita”. Ibiza is so much more, and it’s fun 24/7 fun, not just at night.