06-23-07: When it comes to brand image, there aren't many products that can compare with the Ford Mustang. Just ask the marketers of Estee Lauder's Aramis brand, who recently introduced a Mustang fragrance for men. "Sales of Mustang have just been incredible and beyond expectation," said Jesse Porto, director of Global Marketing for Aramis and Designer Fragrances. "In its first week of sales at Sears' stores throughout the United States, it was the No. 1-selling fragrance."
"The most powerful thing about the Mustang brand over the past 43 years is how it's matured from a car brand into a lifestyle brand," said John Nens, manager of Ford Brand Licensing and part of the team that negotiated the licensing agreement. "You don't necessarily have to own the car to want merchandise with the Mustang name on it. The brand is more about an attitude and personality that appeals to young and old, male and female, rich and poor."
Advertisement
The Aramis decision to approach Ford Brand Licensing for a Mustang partnership was based on research that showed Mustang fans and male fragrance users have much in common. .For instance, 80 percent of Mustang owners are between the age of 27 and 59. That's much the same age group that buys men's fragrances. When Aramis asked focus groups of consumers what words best represented the Mustang image, young, fun, bold, muscle, fast, legendary, classic and affordable were the most used. Marketers also discovered that the Mustang name has a special place in many American minds.
"Every time we presented the concept to various retailers we started getting stories about people's first car, or the gift from a mother to a father, or how a father and son rebuilt a Mustang in the backyard," said Porto. "Without exaggerating, we heard those kinds of stories in three out of every four presentations we made." Aramis says the Mustang fragrance is also being targeted to a new kind of male consumer.
The metrosexual label, which began in 2002 and applies to men who have an inordinate interest in appearance and style, has been replaced by the "retrosexual." "A retrosexual is concerned about how he looks but he's also more of a guy's guy," said Porto. "He's rugged, athletic and comfortable with his own masculinity."
Mustang For Men is now available at SteedShop.com
A new website and a way to win a new Mustang:
If there's one thing we know about California it's that it is rich with Mustang car tradition. The kind of tradition that's parked a couple times at lovers lane, or has slipped into a few backseats in its day. Which is why we're looking for your " Adventures From The Backseat " to launch a new cologne for men called Mustang , and the launch of an entirely new website for Mustang lovers, www.mustangformen.com .
We're looking for all the stories that involve you, your girl, and your Mustang- your " Adventures From The Backseat " , if you will. But don't let all the steamy windows fog your memory. They can be those stories about love, travel, and special moments that involve your prized wheels and the lovely lady who sits shotgun . Ladies, if you've got any stories about ex-boyfriends, current lovers, or the Pony Car that stole your heart, we want to hear from you as well. Keep in mind that a story might be so good it will have to be told by more than one person. That's fine, too. Co uples, friends, and lovers are all welcome. The more the merrier.
So reach back, far back into the backseat if you have to. Get auto - romantic and tell us your story. If yours is good we'l l set up a time and place for you and your loved one to tell us that tale on film, and it may get pos ted on the Adventures From The Backseat section of our website. The best of th ese posted stories will be eligible for a chance to a win a brand new 2008 Ford Mustang ! *
Here are some examples of the kind of stories we're looking for. Hopefully they'll get your tires spinning:
. a steamy moment while "parking"
. your first cars and the loves that rode shotgun
. that time you drove across country to see about a girl. Or guy
. when you used to drive around cruisin' for chicks
. that time you helped a stranded hottie with a flat tire
. a break-up t hat occurred due to some girl's carelessness in a guy's prized car
. a couple's move together cross-country, their whole life packed into the backseat
. running out of gas on long trips, having to sleep in the car
. a guy who dates girls according to how much she knows about cars
. a baby born in the backseat of a car
. a favorite "parking" spot
. a marriage proposal in a car
. stories about young love, and her father's reaction to your Mustang
Anything that has to do with Love and Mustangs. So please send us a short email highlighting your story, and we'll contact you to set up a time for you to tell it on-camera.
Please include the following in your email:
Your Name(s):
City:
Phone number:
Mustang Model/Year:
Your story in 5 steamy sentences or less:
Email us at : mustang@conceptfarm.com
|
