Music Dealers

Common Partners with Diesel for New Men’s Fragrance
May 4, 2009, 11:10 pm
Filed under: Uncategorized

Chicago-bred hip hop artist, Common, is partnering with Diesel to release a new men’s fragrance called, “Only The Brave.”

Click on image to view articlecommon_-_diesel

According to the release, Only The Brave is a “scent that represents the man who takes a stand” and is “a fragrance about seizing opportunities and making a difference.”  That is one ambitious smell they’ve concocted.

Never one to shy from a corporate partnership (previous endorsements include The Gap, Microsoft, and Lincoln Navigator), Lonnie Rashid Lynn, Jr. – a.k.a. Common – will be featured in a full-up campaign for the fragrance that includes TV (spot below) and print (ad above).  It can be assumed his song, “The 6th Sense” will also be utilized in the future, as Diesel makes a point of stating how it “fully embodies the spirit of Only The Brave.”  Additionally, Common will be performing in select Diesel stores worldwide.

As for the genesis of this partnership, Common states, “I’ve always thought Diesel was a progressive, fresh brand – it has a classic feel but pushes the envelope.  I wanted to partner with Diesel because that’s really what I’m about too.”  And Diesel’s President confirms, “Common perfectly represents the spirit and energy of Only The Brave fragrance: passion, will, and conviction.”

I’m still not buying the magical powers of this new scent, and from Justin Timberlake to Scarlet Johansson to Michael Jordan, it seems like every celebrity is releasing their own patented fragrances today.  But at least the fit between artist and brand makes sense in this case – dare I say Common scents? – and Diesel is leveraging Common in multiple marketing platform to get the most from their partnership.  So, I can buy it.  And hey, I like to seize opportunities and make a difference so maybe I should buy myself some of this magical spray too.


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