Pacha Ibiza 24/7 — Product & Launch Strategy

Pacha is strongly associated with Ibiza and nightlife. Pacha Ibiza 24/7 was created to expand the fragrance universe into a fresher proposition that could accompany consumers throughout the day.

I led the product and launch strategy, helping translate the full-day Ibiza experience into the concept, content and campaign. The digital-first launch brought together influencers from different countries as the faces of the experience, before extending the idea across TV, print and physical activations.

The result was a new chapter for Pacha fragrance, broadening the brand beyond its traditional nightlife territory.