The Cloudbreak Group has collaborated with the New York Yankees and Major League Baseball to develop, manufacture and distribute New York Yankees and New York Yankees for Her—a duo of prestige fragrances inspired by baseball’s iconic franchise.
“The Yankee brand is a global powerhouse and has a level of class and taste that is perfectly fitting for a prestige fragrance brand,” said Thomas Butkiewicz, CEO of The Cloudbreak Group. “Their global appeal, their devout fan base, and the fact that every year is a new season, is ideal for a fragrance brand.”
Firmenich perfumer Ilias Ermenidis, developed the men’s eau de toilette, which captures a sporty and confident attitude with notes of bergamot, coriander, geranium, patchouli and suede.
New York Yankees for Her, created by Firmenich perfumer Honorine Blanc, is a gourmand, flirty eau de parfum that captures a playful spirit with an instant, addictive quality. Fruity top notes blend with a heart of water lily and tiare flower to enhance the femininity, and base notes of sandalwood, vanilla and musk linger on the skin.
Maesa Group’s design team developed the creative for each of the new fragrance’s packaging.
“We were looking to create an iconic shape, made of high-end materials,” said Butkiewicz. “The glass is sprayed and polished with a Zamac logo, and the cap is polished with the iconic Yankee logo debossed into the top with an enamel pour into the logo to accent the men’s and women’s colors.”
The Cloudbreak Group has developed a strong web and social media strategy that encompasses yankees.com, Yankees Facebook page, nyyankeesfragrance.com, and The Cloudbreak Group Facebook page, as well as an extensive sampling program, developed in conjunction with Rich Nightingale and the team at Arcade Marketing.
Both fragrances will be priced at $49.00 for 1.7 oz. and $62.00 for 3.4 oz., and will debut on April 13, exclusively at Yankee Stadium. Distribution will roll out to 84 Macy’s doors and macys.com on April 26, and 24 Lord & Taylor doors in May. International rollout will include Puerto Rico, the Caribbean, and various international markets throughout the season.
Promotional activities include signage at Yankee Stadium throughout the season, as well as a promotional day on June 7, when the Yankees play the Tampa Bay Rays—the first 18,000 fans to enter the stadium will receive premium giveaways. Personal appearances from Yankees team members are scheduled for Macy’s in April and Lord & Taylor in June.
“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 of corporate sales and sponsorships for 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 addition to Yankees prestige and lifestyle products.”
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