Blast Radius launch microsite for new BOSS fragrance Bottled. Night.

24 August, 2010

Discover nighttime around the world with Blast Radius and BOSS

LONDON — Blast Radius has developed a web site connecting international urbanites with local nighttime traditions around the world, for the launch of the new BOSS fragrance for men, ‘BOSS Bottled. Night.’

“There’s an hour of excitement every night as people get ready to go out on the town – this happens in every urban center,” says Sean Chambers, Executive Creative Director for Blast Radius in Europe. “We thought: it’s always nighttime somewhere. What if we could let people tune into that sizzling, night-out energy at any time of day, from anywhere in the world.”
The cities featured on the site change according to where it’s dusk. The site streams content related to each city, like local radio stations that stream club music, as well as cool info for the chic urbanite - the current hotspots in Rio de Janeiro, or the number of martinis being poured right now in Paris.

The site streams weather info from Yahoo, mood sentiment from Twitter and stats on lifestyle that Blast Radius researched specifically for BOSS.

“We wanted to emphasize the BOSS heritage of always being prepared, and the cool and composed attitude of the BOSS man. The BOSS Bottled. Night experience does that,” says Jopa Malantic, Global Design Brand Manager at BOSS Fragrances.

Continues Chambers, “The BOSS brand has always represented success. It represents the man that has achieved in life and in business, but there are also those men at a different stage in life – a stage where success is defined by social pursuits, and an anticipation of the future.”

The web site for BOSS Bottled. Night connects urban men with the ritual of prepping for a night on the town by tapping into the spirit of nightfall as it strikes cosmopolitan centers around the globe.

“Men in this demographic regularly check the web to figure out where to go that night,” explains Chambers. “Our goal is to create a web site that is fun and interesting to set the mood as you’re getting ready. You might have this site up on your laptop or flatscreen TV as you’re prepping for the evening.”

Check it out at

About Blast Radius
Blast Radius is a strategic interactive agency focused on a new approach to marketing that advocates moving away from interruptive marketing and toward strategies that engage consumers and create open brands. With offices across Europe and North America, Blast Radius’ clients include Microsoft, Starbucks, EA, Nike, Nintendo, Nokia, and BMW. Blast Radius is a proud member of the Wunderman Network and WPP Group.

Acrobat Document blast_radius_pressrelease_boss_bottled_night_aug10.pdf

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