​​To make the St~Germain Hugo Spritz the “it” spritz of the summer, we leveraged the “it” person of the summer – Sophie Turner. In her high-profile divorce from Joe Jonas, she let go of twisted media and focused on her identity moving forward. Her story, in addition to her fame, was the perfect vehicle to bring the St~Germain Hugo Spritz’ freshness to life in an unexpected yet culturally relevant way.