Denver, a Hamilton Sciences Private Limited (HSPL) brand, was the best-selling men’s fragrance brand in India in 2025. It was characterized by its aspirational, masculine positioning. Denver’s core consumers were millennials, but to meet growth objectives, it needed to be attractive to Gen Z and Gen Alpha, who were significantly different from its core consumers. HSPL managing director and chief executive officer Saurabh Gupta was considering four options: launch a dedicated Gen Z and Gen Alpha brand, launch and aggressively promote a Denver sub-brand for Gen Z and Gen Alpha, promote the sub-brand for Gen Z and Gen Alpha only through digital media–driven youth acquisition, or drive immersive brand experiences for the Denver sub-brand for Gen Z and Gen Alpha. Gupta had to decide quickly to ensure Denver’s relevance and growth.
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