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Marketing in Brief: NASCAR

This article was originally published in The Rose Sheet

Executive Summary

NASCAR: Ann Arbor, MI-based Wilshire Fragrance will launch its second niche fragrance line NASCAR in August. Carrying the licensed name of the stock-car racing circuit, the light scent "is a contemporary, masculine combination of tobacco, citrus, and spice, with notes of sandalwood, musk, and sage," the company says. Distribution in 500 to 1,000 doors this year will include Hibbetts sporting goods chain and one yet-to-be determined middle- to prestige-market department store. NASCAR will also be sold through QVC and the home shopping shows on ESPN and TBS. Wilshire is spending $100,000-$250,000 on advertising to target NASCAR fans and a core audience of 25 to 40 year-olds. The ads will be tagged: "The engine for the senses." Wilshire projects that wholesale sales for the first year will be $1-$1.5 mil. Next spring, Wilshire will introduce NASCAR Women, a light and contemporary fragrance with a "Southern-y" and citrus influence, according to the firm. Campus Collection, Wilshire's first line comprises 48 men's colognes bearing the name of different colleges and universities. Campus Collection finished its first year with $4.5 mil. in sales...
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