Volvo Cars want to attract a younger and progressive luxury consumer who still see them as a boxy, safe option. Rather than telling people they're different from their German rivals, we want people to experience it. Thus we propose Volvo Cars launch their own fragrance, designed by their own internal 'nose team' on to the world stage.
Changing a brand perception takes time. Rather than expecting a potential customer to come to them, Volvo needs to seek out their target customers where they are. An unexpected print ad combines the ability to sit alongside conventional luxury brands and include a fragrance sample on an inlay.