Next month, Avon introduces its first major men’s fragrance, the Derek Jeter scent Driven. Getting in on the popularity of celebrity brands, the Yankee baseball star will appear in ads for Driven on ESPN, as well as in Sports Illustrated and on a billboard in Times Square.
Ads will also run in female-skewing magazines including Glamour, People and the Oprah Gift Guide. Creative is handled in house. As an inducement to Avon sales reps, the company is offering commissions of 50 percent on any sales level, versus a typical 50 percent after reaching sales minimums.
MediaPost Publications – Avon Listens To Reps, Brings Back Basics – 10/17/2006
