Seiden, chairman of the recentlyformed Seiden GroupfN .Y., has won the creative assignment for a new woman's fragrance called Vanilla Fields.-It will debut on September 15 along with a new Stetson men's scent called Stetson Sierra.
The new Vanilla Fields, aimed at women aged 18-34, will be supported with $3 million in print advertising in 1993. If the new fragrance is a hit, TV ads will follow.
A Coty spokesperson declined to comment on the launches. Meanwhile, the new men's scent Stetson Sierra and traditional Stetson will be backed by over $11 mfllion in ad support starting in September, said sources. The entire Stetson family-including Stetson, Stetson Sierra, Lady Stetson and Preferred Stock will receive about $26 million in advertising support.
The creative assignment on the new Stetson Sierra will be given to freelancers. Media buying and placement for all Coty brands is handled by Robert J. Geller & Associates.
While Ketchum is Coty's lead agency, the company is always open to outside creative ideas and frequently awards creative project assignments. Beber Silverstein & Partners/N.Y. also handles some smaller fragrances.
Copyright Adweek L.P. (1993)