The Smell Of Success: Heavy Campaign Will Promote Launch Of Yankees Fragrance

Cloudbreak Group's "New York Yankees" fragrance is hitting retail outlets next month, and the launch will be "backed by ads expected to reach 95% of New York males ages 16-34," according to Jack Neff of AD AGE. The ad campaign featuring "classic black-and-white shot-on-film photography and the slogan 'Past, Present, Forever,' will show up everywhere from one entire side of the No. 4 train that goes to Yankee Stadium to a bullpen sign and a 'Fragrance Day' event inside the ballpark." The seven-figure campaign also will include "billboards in the metro area, and national magazine, newspaper and internet ads." Cloudbreak Group Creative Dir Duncan Bird said that initial consumer "research and reaction to the fragrance among Yankee fans has been 'extremely positive.'" Bird: "I expected at least a level of resistance or negativity, but we received none." Neff noted Cloudbreak's deal with MLB "allows for other team fragrances too" (ADAGE.com, 3/13).