Elizabeth Arden & Hummer - A Strange Brand Mashup

I’d forgotten I’d kept a cut out press article relating to a very strange brand mashup between the cosmetics and fragrance company Elizabeth Arden and the manufacturer of very large cars Hummer.

Arden have struck a rights deal to the Hummer fragrance and have plans to produce eau-de-toilette and deodorant and market them using the Hummer name. Doesn’t really sound like a winner to me. Why would anyone want to wear a fragrance that has a name associated with a fuel guzzling, eco unfriendly, muscle jeep?

Sweaty chaps in the UK that are in need of industrial strength deodorant can look forward to using Hummer under their arms in the near future !

Branding Arden Hummer