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Obama Supporters Will Be The Focus of Diddy New Fragrance

6 December 2008 No Comment

Diddy and Obama

Diddy and Obama

Sean “Diddy” Combs has huge expectations for his new men’s fragrance, I am King, which will be launched in December 2008. He is hoping that the sales pitch that he is using will reverberate with the same consumers who voted for president elect, Barack Obama.

In the coming weeks leading up to December, ads for the I am King fragrance will begin appearing on billboards and in magazines. As Sean Comb’s states, the fragrance called “I am King”, will be about black success. The fragrance which is which is licensed by his Sean John fashion label to Estee Lauder Cos will be sold for $57

I an interview, Combs stated that “When you see Barack Obama, you see a strong, elegant black man and when people see my ad, it’s almost like that’s the trend,”

The ads will picture Sean Combs in a white dinner jacket and this black and white ad will be featured on billboards and in magazines starting in December. The fragrance can be found exclusively at Macy’s stores for the holiday season.

There is already a murmur among ad executives into the pivotal role that the election could have in how African Americans are advertised to and about them.

Esther Franklin, an executive vice president at Starcom MediaVest Group, a New York media planning company, stated that “Mr. Obama has contributed to a new perspective of what it means to be black and he has been a powerful ambassador for a fresh view of the African-American community that the general market has missed,”

Sean “Diddy” Combs made it clear that it was time for Madison Ave. to move away from the stereotypical urban black male. This would mean the focus of a lot of bling. Instead they should focus on images of successful black men like Mr. Obama — and himself.

“It’s a new America and it’s our time,” said Mr. Combs, who campaigned for Mr. Obama and plans to link his new fragrance and the president-elect on the TV talk show circuit and at a lunch he will hold in Los Angeles to promote the fragrance.

There has been a significant diversification of the Sean john brand from the early 1990s, when it was know specifically as a hip hop brand. The 10 year old fashion line now sells suits and more mainstream sportswear, as opposed to the baggy hip hop styles of the past.

The commercials for the I am King cologne, feature “Diddy” as the black James Bond. It is located on the French Riviera and he can be seen in casinos, on a yacht with beautiful women and riding on jet skis. Some people may look at these advertisements and state that in today’s economy that it is over the top.  To this Mr. Combs said that “Everything on the market isn’t going to be attached to the bad economy,” he said, calling the scent an affordable indulgence.

Mr. Combs started working with Estee Lauder on a new scent after the success of his Unforgivable fragrance.

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