# Splashing Fragrance Ads This 'Puma Urban Motion' Campaign Leverages Brand Recognition By Josh Triantafilou | Published 2012-05-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/puma-urban-motion References: [behance.net](http://www.behance.net/gallery/Puma-Urban-Motion/433290) & [viaframe.de](http://www.viaframe.de/) Nuremburg, Germany-based digital design and creative studio Viaframe has perfectly captured the appeal of their client in this '[Puma](https://www.trendhunter.com/trends/puma-southeast-asia) Urban Motion' promo. While Puma is primarily a [shoe and sportswear company](https://www.trendhunter.com/trends/flex-as-you-go), it also has a line of cologne. Like virtually any retail product, the cologne needs advertising in order to reach its intended market. This is where Viaframe comes in. The studio has created a number of ads that portray a human-like figure made of liquid splashing about a bottle of Puma cologne. A word that naturally comes to mind when viewing such imagery is kinetic. This is a clever advertising tactic. Though Puma's line of cologne will obviously appeal to people in different ways than do Puma shoes, the cologne will nonetheless be associated with the brand. These Viaframe ads capture the vibrant, high-energy appeal of Puma without making any explicit reference to its other products. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 33% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Digital Advertising Campaigns:** Exploring unconventional and visually striking digital advertising campaigns to captivate consumer attention. - **Brand Extension:** Leveraging brand recognition to launch new product lines and tap into new markets. - **Kinetic Imagery:** Using dynamic, fluid-like visuals to convey energy and movement in advertising. ### Sectors Adopting This - **Fashion and Apparel:** Integrating fragrance lines with fashion and apparel brands to create a cohesive lifestyle experience. - **Consumer Goods:** Creating captivating advertising campaigns for consumer goods and exploring new ways to engage with consumers. - **Creative Design and Advertising:** Employing innovative and visually striking advertising techniques to promote products and enhance brand identity. ## Related on Trend Hunter - [Mood-Enhancing Fragrance Collections](https://www.trendhunter.com/trends/vibe-perfume.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Global Runner-Inspired Campaigns](https://www.trendhunter.com/trends/go-wild-campaign.md) - [Spray Can Fragrances](https://www.trendhunter.com/trends/step-aboard.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md)