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The smell of testosterone: Hummer Fragrance for Men

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January 20, 2004

Brand association is apparently an incredibly potent technology. Why else would we have Tonka teaming up with Ford, Razor with Chrysler, and now Hummer releasing its own brand of cologne. The rugged, high testosterone, military-strength Hummer brand has licensed its name to a new fragrance that will be available in the US for Christmas 2004.

The creators of the right wing SUV synonymous with American military strength and Arnold Schwarzenegger are lending their name to a US$52 a bottle Hummer Fragrance for Men that combines the smells of thyme, fir, cardamom and sandalwood.

The new cologne is apparently aimed at 25-45 age group, ultra-masculine types and is expected to be very successful in the US market because of the immense street cred the brand holds with men.

The licensees, Fragrance producer Riviera Concepts, are not the first to begin marketing eau de toilet based on the brand values created by automotive manufacturers. Ferrari inked a deal with Italian perfumier Morris last year and Jaguar has a long standing license with Parfums Gres which produces several scents including one aimed at women.

There are also plans for a Hummer aftershave, body wash and deodorant.

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About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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