Per PR Newswire, Kenneth Cole has launched INSPIRE, a new men's fragrance named after the verb, fronted by Joe Jonas, who also performs its original power ballad. The rollout includes a One Times Square takeover, branded pedicabs, and a $15 body spray.
The $75 verb. Kenneth Cole did it. They took a word that means to motivate other people, put it in an angular bottle, and priced it between a car wash and a small business degree. The campaign is a comedic parody of fragrance ads, which is the marketing term for we watched too many of them. The bottle is for the man who performs, which is either the most honest line in cologne history or a lawsuit from every man who performs for a living.
The structure is flawless if you look at it from 30,000 feet. A countdown website. A New Jersey Turnpike billboard, the one stretch of American road that functions as a billboard. Pedicabs. A launch event. A choir made entirely of Joe. Somewhere a boardroom approved a slide titled HALO, and now there is a halo, and the halo is around a verb.
Joe says the scent smells really good, which is the only line in the whole release that is not a press conference, so it has to carry the thing. Nordstrom Rack sells the $15 body spray. The verb is now a body spray.
YOUR TURN: Can you be inspired by a $15 body spray, or is that just a rash?
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