Coty launches its Stetson Untamed line extension this fall via a path rarely traveled by fragrance marketers: a cross-platform deal that includes Viacom's CBS, its CMT country-music cable network, their Web sites and Westwood One radio stations.
Estimated to be worth about $10 million, the deal was crafted by Omnicom Group's OMD with Viacom unit Viacom Plus. It begins Sept. 1 with a launch party, at which CMT will film part of its weekly Top 20 countdown, but heats up in November with a sweepstakes to determine the "ultimate Untamed daytime star" and buys on CBS' Country Music Awards on Nov. 5.
Most fragrance marketers rely on print and sampling; Viacom Plus evp Lisa McCarthy noted that in her five years at the company, Stetson, the No. 1 men's fragrance, is the first to do a cross-platform deal. Arthur Sherwood, svp of marketing at New York-based Coty, said, "In the male-fragrance category, women are the purchasers. [The deal delivers] a lot of women consumers."
"Based on everything we knew about the brand … [the strategy] took us to Viacom naturally," said Joe Uva, worldwide CEO for OMD.
Print ads that break in September magazines feature a half-dressed, hunky cowboy.