New York Yankees to Debut New Fragrances
Major League Baseball’s New York Yankees, which date to 1903, are one of the oldest and most recognizable brands in professional sports. Now Yankee fans have a fragrance they can call their own. New York Yankees men’s cologne and New York Yankees for Her perfume launches at Macy’s in mid-April, says Tom Butkiewicz, CEO of The Cloudbreak Group, which partnered with the Firmenich fragrance house, the Yankees, and Major League Baseball to develop and market the fragrances.
“[The Yankees are] not just a sports team, they are a lifestyle,” Butkiewicz tells Daily Glow. He goes on to say that the emotional ties to the team transcend age, religion, race, and gender: the tagline for the fragrances is “Past. Present. Forever.”
The men’s fragrance is described in a statement as capturing a sporty, confident attitude; it opens with a blend of bergamot, coriander, and blue sage; leads into a heart of ivy leaves, orange flower, and geranium; and ends with a drydown of patchouli, sandalwood, and suede.”
The women’s scent, which is described as alluring and flirty, capturing a playful spirit, has opening notes comprising a blend of guava, plum, and apricot nectar; a heart of strawberry blossom and tiare flower; and a drydown of sandalwood, vanilla, and musk.
Initially, the fragrances will be available at Macy’s stores and macys.com. Shortly thereafter, they will debut at Lord & Taylor and lordandtaylor.com. The stores will be located “in the area that we feel will have the most impact with the team’s target consumer,” says Butkiewicz, primarily in the North Atlantic and Mid-Atlantic regions. However, rollouts to Latin America and Puerto Rico are planned.
The fragrances will also be available at Yankee Stadium, the team’s Clubhouse stores, yankees.com, and the website www.nyyankeesfragrance.com. Both scents will be available in 1.7 oz. and 3.4 oz. sizes for $49 and $62, respectively.
Social media is a particularly important tool for marketing these fragrances, Butkiewicz says. “We are linking into the team’s Facebook page, which has almost six million followers, and the Macy’s page, which has almost five million followers.”
The print campaign will comprise advertising for the entire month of April on the 4 train, which goes up to Yankee Stadium. In addition, there will be a billboard in the bullpen that is 7 feet by 25 feet with images of the bottles and the URL for nyyankeesfragrance.com on it.
Fragrance Day at the Stadium is scheduled for June 7th and will feature a promotional give away.
Although several Yankee players, whom Butkiewicz declined to name, will be making an appearance at a launch event in Yonkers, NY, on April 26th, no one player will serve as the fragrances’ spokesperson. “Ironically, what we found in focus group testing is that there is not a single player that resonates with the strength of the brand,” Butkiewicz explains. Everyone seems to have a personal favorite.
No MLB team has ever had its own fragrance, Butkiewicz says. No one has previously put any marketing or development into something like this.