Coty Stetson Country
This article was originally published in The Rose Sheet
Executive Summary
Print ads breaking in more than 10 October books, including Glamour, Mademoiselle and Good Housekeeping, depict a man in hiking gear "escaping" to the great outdoors with a city skyline juxtaposed in the background. "Escape the noise; forget the demands; experience the freedom," the ad declares, with the tagline "Stetson Country: Wear it and you're there." TV ads build on the outdoorsy theme and have a "strong mnemonic device," the company noted. Coty worked with New York City-based Della Femina/Jeary and Partners to design the ads for the Stetson flanker, which hits stores in September ("The Rose Sheet" April 27, p. 3)...