Ralph Lauren
This article was originally published in The Rose Sheet
Executive Summary
Cosmair division backing Polo Sport men's scent with $13 mil. in ad spending on 1994, with between $5 and $6 mil. allocated to TV. A 30-second TV ad featuring a montage of images of individual and team sports will air in 54 markets from late January through late March. The ad will appear again during the World Cub soccer tournament in June and July. Two-, three- and seven-page ads currently are running in magazines including Allure, Elle, Seventeen, Rolling Stone, GQ, Esquire and Men's Health. During the year, Polo Sport will be promoted with local store appearances by athletes from teams such as the Houston Rockets. Ralph Lauren launched Polo Sport in December ("The Rose Sheet" Nov. 1, p. 2)