With the launch of his newest men’s fragrance, I AM King on the horizon, Sean “Diddy” Combs is utilizing president-elect Barack Obama to promote the scent, in an effort to redefine the perception of African Americans.
The ad will be featured in magazines and on billboards across the country beginning in December.
Although the ads may come across as being out of touch with the current economy, Combs maintains that the promotion is reflective of what he labeled as an “affordable indulgence.”
“Everything on the market isn’t going to be attached to the bad economy,” he said. With Obama’s historic victory over Republican rival John McCain, Combs believes the time is now for marketers to shift their perception of the urban black male from the stereotypical person with lots of “bling,” to one of successful black men such as himself and Obama.
I am King follows Combs’ previous fragrance Unforgiveable.
The scent, which debuted in 2006, has gone on to join the mogul’s Sean Jean clothing line as a popular brand among consumers.
Priced at $57, the I am King fragrance will be sold exclusively at Macy's, just in time for the holidays.
