Gruhme is a suite of new fine fragrances for men. They have run several campaigns with Captive Media, including sponsorship of a cricket game during the Ashes, a poll, and advertisements. Fragrances are often bought as gifts by female friends or partners but, Gruhme wanted to try advertising directly to men to encourage them to buy fragrance for themselves. Captive Media’s focused male audience has enabled Gruhme to build word of mouth, awareness, and brand equity.
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