The fragrance will reach U.S. stores in September, backed by an advertising campaign from Coty roster shop Frierson, Mee & Kraft, New York. The agency created a campaign -- tagged "For all the ways you play" -- that will include TV, print, outdoor, sampling and in-store displays. Print breaks in October issues of magazines; TV follows the same month.
U.S. GETS HALF OF BUDGET
Coty will spend an estimated $30 million to $40 million to introduce Adidas Moves globally, half of that in the U.S. Coty and Adidas will formally unveil the fragrance June 9.
The marketer wants to take advantage of the growth of Adidas, a household name in Europe that is now hot in the U.S., too, said Thomas McGuire, marketing director at Coty.
"You walk the streets anywhere -- people are wearing Adidas," Mr. McGuire said.
But, said agency President John Frierson, there was just one hitch: how to translate that popularity into a fragrance. The agency's market research found that although Adidas had a strong brand image, consumers couldn't link it in their minds with a fragrance, he said.
The ads had to evoke something besides sports, so the agency came up with "all the ways you play" to include other activities, such as watching sports and socializing after sports. TV spots intercut scenes of amateurs and professionals playing a variety of sports, with shots of men and women watching sports.
The campaign will include two flights, the fall launch effort aimed at women and a second effort pegged to the holiday shopping season and built around gift sets, Mr. McGuire said.
The initial media schedule will target women age 25 to 30, he said.
Coty already markets several Adidas toiletries and fragrances overseas, but the men's fragrance represents the first global launch of the tie-in brand, and the first such entry under the Adidas name in the U.S.
Adidas Moves is part of Coty's plans to expand its portfolio of global brands, which already includes Calgon toiletries and the Healing Garden, an aromatherapy line. The next global brand, an Esprit fragrance line, is expected to be launched in spring 2000 under a licensing agreement with sportswear marketer Esprit de Corp.
Coty has been much more successful in mass-market fragrance than in cosmetics of late. It has three of the top five brands in the $1 billion women's mass-market segment -- Calgon, Healing Garden and Vanilla Fields -- and two of the top five in the $524 million men's segment, Stetson and Aspen.
The company plans to phase out its mass-market color cosmetics lines by December