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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.
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