NASCAR Is Spelled C.R.E.A.M.

“According to the news release, Daytona 500 is a mix of yuzu, bergamot, mandarin, tarragon, sage, nutmeg, cardamom, amber and sandalwood. It is supposed to be “a fresh, masculine modern fragrance that captures the thrill and exhilaration of the Daytona 500.”

Elizabeth Arden and International Speedway Corporation, which owns Daytona International Speedway and the licensing rights to the race, hope it is a mix that will inspire not only men, but women (as purchasing agents for their boyfriends and husbands). It is one more way to get women to buy into NASCAR. International Speedway is the sister company of NASCAR, which is doing its part to attract women and their purses with its latest link: a licensing deal with Harlequin Romance novels.

“Not to be left out of the money grab, drivers have forged their own licensing deals and, with NASCAR, are promoting Crock-Pots.”

Viv Bernstein. Eau de Nascar: Licensing and the Smell of Money. The New York Times. March 12, 2006

See also:

Orlando Business Journal. Elizabeth Arden Launches Daytona 500 Scent. Feb. 8, 2006.

Elizabeth Arden. Elizabeth Arden Partners with International Speedway to Launch the Daytona 500(R) Fragrance for Men. (Press release) Feb. 8, 2006.

CopyCense™: K. Matthew Dames on the intersection of business, law and technology. A business venture of Seso Digital LLC.

Written by sesomedia

03/14/2006 at 08:55

Posted in Trademark

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