Swiss Army carving niche with first men's scent this Thanksgiving.
This article was originally published in The Rose Sheet
Executive Summary
SWISS ARMY MEN's SCENT DEBUTING WITH $10. MIL AD/PROMO BUDGET in spring 1997, with a worldwide print ad campaign breaking in fashion and beauty books. The fragrance will also be promoted in department store catalogs, and via in-store fragrance cards and demonstrations. Orangebury, N.Y.-based Precise, which owns the U.S. license to distribute Wenger watches and Swiss Army knives, will be handling U.S. distribution for the fragrance with consultation from Phoenix Worldwide. Phoenix handled international distribution for Giorgio Beverly Hills from 1983 to 1992.