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SBJ/June 17-23, 2013/Colleges
Fighting Irish fragrance? Makes scents
Published June 17, 2013, Page 3
Pricing will be similar to the Yankees’ eau de toilette, at $60 for a 3.4-ounce bottle.
“Notre Dame’s got this appeal way beyond just football fans,” said Cloudbreak Group President Tom Butkiewicz. “It also has a lot of global reach.”
|The Yankees proved team-branded scents can sell.
“Frankly, we’d been asked to do this before and said no,” said MLB licensing chief Howard Smith. “They started with a high-end marketing and distribution strategy and backed it with extraordinary resources and execution.”
Distribution for the fragrance remains based in department stores, where Macy’s and Lord & Taylor are its largest retailers.
Cloudbreak has extended into other channels, with an array of Yankees-branded toiletries, including a $10 kids bubble bath and shampoo set, which comes with a Yankees rubber duck. Those lower price points have put Cloudbreak’s Yankees products into Duane Reade, Walgreens and Wal-Mart.
“You look for authenticity, tradition, national appeal and a team brand that translates well to products outside of sports,” Butkiewicz said.
No word on an NFL fragrance yet, but the Dallas Cowboys and Pittsburgh Steelers are obvious targets. An attempt at a U.S. Olympic Committee scent deal using the Olympic rings was rejected in deference to the USOC’s large sponsorship deal with health and beauty aid leader Procter & Gamble.