• February 20, 2003

Fragrance maker Drakkar Noir has launched its first TV campaign in a decade with NASCAR driver Dale Earnhardt Jr. The new ad launches Feb. 20 on the Speed Channel with four to six ad flights planned for 2003. The ad will also be seen in regional markets through department store ad buys. “Our decision to partner with Dale Jr. and Dale Earnhardt Inc. was a bold move in the world of prestige fragrance but it paid off for Drakkar Noir as it was the only male fragrance in the top 15 men’s brands to record an increase in sales in 2002. We want that growth to continue and the new television campaign will be instrumental in driving the brand,” said Jack Wiswall, president of Designer Fragrances at L’Oreal USA. Earnhardt will make personal appearances in a traveling show car programs. Print campaign that was initiated last year will continue and compliment the TV ads. Print ads will appear in publications such as The Sports Illustrated Swimsuit Issue and Maxim. The Drakkar Noir logo is prominently displayed on the uniforms worn by Earnhardt Jr., his team and the lower quarterpanel of his #8 Chevrolet. The campaign was done by Publicis.