Elizabeth Arden Inc announces that Jimmie Johnson, 2006 winner of the Nextel Cup Series and reigning champion of its premiere race, the DAYTONA 500, has signed on with the company as national spokesperson for the DAYTONA 500 Fragrance for Men.
"The DAYTONA 500 fragrance leverages the prestige and popularity of the great American race," said E. Scott Beattie, Chairman and Chief Executive Officer of Elizabeth Arden.
"As the winner of the 2006 Nextel Cup Series championship and reigning champion of the DAYTONA 500, Jimmie Johnson is the very embodiment of the DAYTONA 500 fragrance. There is no better individual to communicate the brand message than Jimmie."
DAYTONA 500 Fragrance for Men captures the thrill and exhilaration of the DAYTONA 500. Elizabeth Arden introduced the DAYTONA 500 fragrance, produced in partnership with the International Speedway Corporation, at the running of the 48th annual DAYTONA 500, won by Jimmie Johnson, in February of 2006.
"When you hear 'Start your engines' at Daytona each year, it's all about power, intensity and adrenaline for the next 500 miles," comments Johnson. "The DAYTONA 500 fragrance has energy and confidence -- both great to have on or off the track."
Jimmie will be featured in national advertising, promotional packaging, in-store displays, sales promotions, and public relations activities.
The television advertising campaign, featuring Jimmie along with his wife Chandra, will underscore the brand's message 'Live DAYTONA 500. Every Day.' The television campaign begins in December, geared for the holiday fragrance- buying season.
marketing@alchempro.com
