The Scent of Social Media: NY Yankees Fragrance
Flirty, fruity, with a hint of strawberry and vanilla. That’s the smell of the fragrance New York Yankees for Her.
New York Yankees Fragrance for Him? Well, as The New York Post quipped, if you’re a man, “Don't expect the fragrance to smell like a ball park with hints of hot dogs, beer or ball players.” Instead the men’s scent smells “fresh” and “woody,” with notes of bergamot, coriander and blue sage—evidently the most expensive ingredients of all competing colognes. Her fragrance comes in a pink flacon; blue for him.
The last thing I ever expected to see riding a New York City subway car was a fragrance ad. It’s not like subway cars are known for their olfactory appeal. But there it was, a full banner ad spread emblazoned across the upper panel of the car, as if to announce a brand new “Subway Series.” On my way out of the car, my nostrils couldn’t help but sense something more like the bouquet of a locker room—before the team hit the showers. And I began wondering what online jibes socially connected New Yorkers might be pitching via social networks.
Right off the bat, though not surprisingly as a New Yorker myself, I was struck by the social media stream of off-color, yet somehow irresistible humor I began to see online: “What's it smell like? Armpits, tobacco, sweaty socks, and jock straps. Yeah, I'm really dying to smell like that.”
While the April-launch of the New York Yankees fragrance was immediately a hit in social media sentiment, the humorous comments are decidedly critical, alluding to the apparent dissonance of a “ballpark fragrance” in the New York subway system:
“I saw a poster and immediately felt sick,” and “Smells like vomit: New York Yankees fragrance coming to nostrils everywhere.” Or, as one incredulous straphanger quipped, “This NY Yankees Fragrance is a belated April Fool's right? Or do peoplereally want to smell like pine tar, chew, and Jock grabs?”
Our NetBase analysis of 525 early product launch posts showed the emotional reaction equally divided between the product being a “joke” or “bad.”
Debuting last month at the team’s season opener, the New York Yankees fragrance is available at Macy’s stores and online. The Yankees forged the fragrance deal—the first of its kind with a sports team—with Cloudbreak whose CEO Tom Butkiewicz believes the deal provides a global opportunity. Although a U.S. title only, the Yankees have 27 World Series title wins. And Mariano Rivera and Curtis Granderson have scored as "brand ambassadors" for the cologne.
So what does the sweet smell of success cost? Both fragrances will retail at $49.00 for a 1.7 oz. bottle and $62.00 for a 3.4 ounce bottle.
According to one post: “That's a much better deal than the one New York has with Alex Rodriguez.”
Though price wasn’t a deal breaker, as another person jibed: “I'm gonna go out and buy it immediately because I've always wanted to smell like money and arrogance.”
Or, as another critic put it: “Great....when you absolutely, positively need to smell like you're full ofyourself and overpriced....and lack talent. That'll sell.”
The description of the men’s fragrance reads: New York Yankees Fragrance epitomizes the winning style of the greatest team in baseball, capturing a sporty and confident attitude. The tagline for the women’s fragrance reads: New York Yankees for Her is a fun, inviting scent that captures the playful spirit of the Yankees girl.
Social banter is in early innings. But overall sentiment and social commentary is critical, if not incredulous, with talk associating the fragrance with arrogance, rather than a winning attitude. Predictable perhaps, but irresistible, below we share some choice posts pulled from my NetBase social media listening tool.
If you don't want to get hit by a pitch, switch and get hit with a whiff of Yankees Fragrance and you too can be a hit.
If you're going to bear the title champion then you must have the scent of one.
The sweet scent of victory?
For the man who wants to smell like wet jock strap and athletes foot wherever & whenever.
Smells like the East River
Horrible idea that will fail miserably
NY Yankees cologne prolly smells like grass, sweat, cheap beer, hot dogs, sweat, & entitlement. Not what I want my man to smell like.
Expect notes of jock sweat, Alizé and the disappointment of millions.
I've been to the old Yankees stadium, and, if memory serves me correctly, it smelled like cheap beer, dirty socks and George Steinbrenner's money.
Who do you trust less: the guy wearing the New York Yankees fragranceor the one wearing Success by Trump?
A New York Yankees fragrance is now for sale. The Philadelphia Phillies are working on one too, it will inevitably smell like vomit & piss.
New York Yankees are releasing a perfume? Because ladies love smellinglike wasted money...
Like backwards Yankees caps, a quick dating dealbreaker.
Red Sox Expected to Respond By Selling Own Brand of Bathroom Air Freshener .
They're the perfect choice for those who want to smell like money.
Ha! *sniffffff* smells like "I belong in this room....and the rest of youdon't!"
Evidently, the Bronx Zoo didn’t pass the test.
Mmmm! The thought of hot, sweaty athletes in Yankees uniforms certainly does something for me. I mean picturing A-Rod and Jeter running around in those tight uniforms is worth a three hour stay at Yankees stadium but the smell, not so much…”
Wow! Those enterprising Yankees! Nothing like a little "foo-foo" for the outfield! All we can hope though is that...the scent isn't so strong it's a "bench clearer,….”
They should have called it Chanel No. 42.Don't expect the smells of Grandy's high socks or Mo's bat-burning cutter either.
I'd rather smell the sweat off a red sox jersey!
While net sentiment is still on their positive side, social listening suggests that the New York Yankees scent may not linger. They might want to consider a sense test other than olfactory, including listening to fans before betting on a home run. Right now, folks in social networks are kicking up some dust. And yet, according to some rumors, they’re soon adding to the collection with Bombers-themed air fresheners, eau de toilettes, and lip glosses. Six new scents being developed may be in stores by October.
Do I smell Little League?
Global social media analyst, research strategist and localization expert. Delivers global social media brand audits, analytics, brand innovation, media tracking. NetBase partner, leverages award-winning NLP platform Insight Composer to deliver global brand insights and analytics in 26 languages. Yogini, linguaphile, passionate about brand innovation and competitive positioning using social ...