AFG to Buy Print for Tommy Bahama Scents

NEW YORK Avrett Free Ginsberg has won print placement duties from Gemini Cosmetics on the $12 million Tommy Bahama fragrance campaign, the client confirmed.

Creative for the men’s and women’s fragrances, which will be developed by Foundation in Seattle, will have the look and feel of ads for Tommy Bahama apparel. The campaign, which is slated to break in February, will also include co-op television and consumer promotions, said Gemini president and CEO Neil Katz.

“If you look at the brand, it’s kind of about a lifestyle. It’s the island lifestyle,” said Stuart Grau, president of Interpublic Group’s AFG in New York. “When you think about relaxing in style, you think about good food, wine, cigars, all those accoutrements of life.”

As such, the agency will eschew traditional fashion buys for more vertical food, wine and cigar publications, Grau said. The agency also will leverage its relationships with those types of publications to provide alternative gifts with purchase.

“Instead of your traditional faux-leather purse, you might get a guide to great wines or something like that,” Grau said.

AFG is in the early stages of developing relationships with popular chefs and personalities. “You might, for example, get an invitation to cook with one of the better, more well-known chefs,” Grau said.

Stores in which the fragrances will be sold—Marshall Field’s, Nordstrom’s, Tommy Bahama boutiques and Federated Department Stores, among others—will place the TV ads, Katz said.