P Diddy pulls out all the stops for fragrance launch

By Guy Montague-Jones

- Last updated on GMT

Related tags James bond Estée lauder companies

The formidable P Diddy publicity machine has been wheeled out in support of his new ‘I am King’ fragrance.

The Estee Lauder creation, which is being sold exclusively at Macy’s, is taking centre stage in the heart of New York on the largest ever billboard to hang in Times Square.

Passers-by will now be treated to a picture of rapper Sean ‘Diddy’ Combs dressed in a white tuxedo alongside an image of his new fragrance.

An ‘untraditional fresh fruity scent’ that combines clean notes, sensual fruits and warm skin nuances is how the fragrance is being billed.

Aspiration underlines 'I am King'

But the description plays a minor role in the publicity surrounding ‘I am King’; emphasis is instead placed on what the fragrance represents.

Aspiration is at the core of the marketing message. The scent is designed to inspire those who dream big and aspire to greatness, according to the advertising literature.

In a video blog to promote the fragrance, Combs also had a more personal message to convey.

He tells viewers: “I’d like to dedicate this fragrance to all the men out there that take care of your children, your families, and respect and treat yourself like the kings that we all are because we are all children of God.”

Video stunts

Advertising for ‘I am King’ also includes a James Bond style video in which Combs, dressed in a tuxedo, moves from Casino to yacht with an entourage of attractive ladies in tow as the voiceover delivers the Cartesian inspired message ‘I believe therefore I am’.

Last year it was the video for Combs’ Unforgivable Woman fragrance that hit the headlines when it was declared too raunchy for TV.

The advert, which Combs labeled ‘a little risqué’, garnered valuable space in the entertainment press specifically because it had been banned.

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