Yankees Hit A Home Run With Two New Scents
The Cloudbreak Group, in partnership with the New York Yankees and Major League Baseball (MLB), has worked to develop, manufacture and distribute two new fragrances inspired by the iconic global brand, New York Yankees and New York Yankees for Her. To present the fragrances to the press, a celebration was held at Catch in New York City’s Meatpacking District on February 21. The evening allowed guests to discover the scent that is projected to be an olfactive must-have for any Yankee fan.
“The Yankees are a global mega-brand with incredible domestic, regional and national influence. They are a brand that represents, class, commitment, success and has a fan base and market that is incredibly loyal,” said Thomas Butkiewicz, CEO of The Cloudbreak Group. “In a fragrance market saturated with celebrities and fashion brands, the Yankees organization and the master brand we have created have been able to bring innovation to the consumer by marrying sports, lifestyle, fashion and class. It gives access to the emotional element of being part of the brand.”
The concept for the Yankees fragrances began two years ago when Mr. Butkiewicz met with Theo Spilka, Vice President of New Business Development & Licensing Worldwide of Firmenich, and Ike Franco, Co-Chairman and Principal of the Infinity Group. “We approached the New York Yankees organization about the idea and then met with Major League Baseball to work together to form a licensing agreement,” shared Mr. Butkiewicz. “MLB was fantastic throughout the process—both their domestic and international teams. MLB.com has also been incredibly supportive.”
“We are excited about our relationship with The Cloudbreak Group, along with its new license with Major League Baseball Properties, as we develop sponsorships with strategic retail partners,” said Michael Tusiani, Senior Vice President, Corporate Sales & Sponsorships of the New York Yankees. “We believe that The Cloudbreak Group’s presence at Yankee Stadium will strengthen brand awareness for its fragrances and be an exciting new addition to Yankees prestige and lifestyle products.”
Along with the new fragrances, The Cloudbreak Group’s partnership with the New York Yankees also includes permanent signage at Yankees Stadium for the fragrance and an advertisement in Yankees Magazine. “The advertising campaign is a mix of product shots coupled with photography which resonates with the tag line, “Past, Present and Forever,” stated Mr. Butkiewicz. A promotional day on June 7, when the Yankees play the Tampa Bay Rays, will include a premium giveaway for the first 18,000 fans that enter the stadium.
To create the visual for the advertisement, focus groups were used to gauge maximum emotional connection to the brand. Research showed that there was a heightened sense of connection when the player in the advertisement was not immediately recognizable. “What we learned through the focus group testing was that no one single player really can carry the strength of the brand. It makes sense, you are only as good as your team,” noted Mr. Butkiewicz. “Certain photography allows you to put yourself in the shot, allowing you to tie emotionally to the brand promise.”
Created by Firmenich’s Perfumer Ilias Ermenidis, the New York Yankees Eau de Toilette aims to embody the confident energy of the sports team. The scent begins on an energetic note of bergamot, coriander and blue sage in combination with fresh wood tones that unfolds into a heart of ivy leaves, orange flower and geranium. The base of the fragrance then settles on a note of suede, sandalwood and patchouli that works to add a striking sense of masculinity.
The playful, flirty spirit of the sparkling gourmand New York Yankees for Her Eau de Parfum kicks off with a fresh blend of vibrant fruit notes. The heart bursts with femininity as water lily intertwines with tiare flower, while sandalwood, vanilla and musk radiate with an addictive sensuality as the fragrance dries down. Firmenich’s Perfumer Honorine Blanc developed the scent of New York Yankees for Her.
Each scent will be offered in a 1.7 oz. size for the price of $49.00 and a 3.4 oz. size, $62.00.
New York Yankees and New York Yankees for Her will debut on April 13 at Yankee Stadium and on April 26 in 82 doors of Macy’s as well as online at macys.com. The scents will premiere at 24 Lord & Taylor doors throughout the tri-state area beginning in May. As Yankees fandom spans the globe, additional distribution to international markets will be unveiled throughout the season.
Players from the Yankees will make personal appearances at Macy’s in April and Lord & Taylor in June. The athletes will be on-hand for autographs with each purchase from the new fragrance collection.
“We have had fantastic support from the players and team in regards to the concept. The brand positioning and advertising concepts have also been well received and are in line with the DNA of the Yankees organization,” stated Mr. Butkiewicz.
To further create excitement for the new fragrances, there will be a strong digital push with the brand that encompasses yankees.com, nyyankeesfragrance.com, the Yankees Facebook page and The Cloudbreak Group’s Facebook page. A sampling program will also be implemented, which was developed in combination with Rich Nightingale and Arcade Marketing.