CRUEL partnered with Coty to introduce BOSS Bottled Beyond — the first premium ginger-leather creation in the BOSS franchise — to Canadian consumers ahead of the critical fall retail window. The goal: build awareness and drive purchase intent for a scent that needed to earn its place alongside one of the most recognized men's fragrance lines in the world.

At CF Eaton Centre over three days in October 2025, CRUEL produced an all-black pop-up anchored by fragrance trial stations, a Fashion House contest offering a $2,000 BOSS gift card and styling appointment, and an immersive VR experience transporting consumers into the world of the fragrance.

Brand ambassadors guided each guest through the scent's story — ginger meeting leather, day into night — before directing them toward nearby purchase points.

Simultaneously, a guerrilla sampling program deployed teams across downtown Toronto over five additional days, targeting high-traffic moments outside Scotiabank Arena and Rogers Centre to reach consumers in a more spontaneous, street-level context.

Across both programs, CRUEL distributed over 10,700 samples and generated 78,000 IRL impressions. The campaign's defining characteristic was the quality of engagement — longer, more meaningful consumer interactions that drove direct conversion, amplified by the Eaton Centre's upscale shopper demographic aligning naturally with the fragrance's premium positioning.