Someone Explain The Logic. Please?

As most people know, the fragrance market is a competitive one. If you’re unsure, just note the 45,000,000 choices of scents when you go to the local department store. That said, I totally understand why fragrance manufacturers and marketers act in desperation to differentiate themselves and move product. It’s a tough sell, especially when so many of them smell so good (or bad, depending on your perspective).

My mom bought me a Christmas present this year that took it a little far, though. She bought me Chrome, by Azzaro, which as you can clearly see by the advertisement below will make me stunningly handsome and very happy upon application.

The shocking and a bit perplexing part was not the product. I’ve used Chrome before and liked it just fine. Granted, it doesn’t make me irresistable like Axe does, but it’s a good product. No, what perplexed me was the way they decided to go about enticing a customer to buy the product. They packaged it with a bottle of body shampoo and THIS (exact model not shown):

For the life of me I cannot figure out what must have gone through their minds when putting this gift package together. There’s no discernable connection between the cologne and binoculars. Maybe they thought, “hey, maybe most of the men who are wearing our cologne are going bird watching or to a stadium for a sporting event. Or to the Grand Canyon.” Maybe not.

I’d love it if someone could please help me figure out why they might have decided to go with binoculars? What other products do you think they could have chosen to package the cologne with? I’ve got a few ideas, but I’d love to hear your input.

Garret Ohm
http://www.orange-element.com

This entry was posted on Wednesday, January 7th, 2009 at 9:45 am. It is filed under Blog Posts and tagged with Product Marketing. You can follow any responses to this entry through the RSS 2.0 feed.