Coty and the house of Davidoff back fragrant new men’s Game

Coty has unveiled a new men’s fragrance from the house of Davidoff, called The Game. The concept revolves around playing to win – in life and in love.

The juice, composed by Symrise’s Bernard Ellena in partnership with the Davidoff creative team, is an aromatic woody. The scent opens on a gin fizz accord, building to a heart of iris, atop a blackwood base.

Coty and Davidoff target the consummate player with new scent The Game

The flacon is made of transparent black glass, finished with silver, and is reminiscent of a stack of casino chips.

The ad campaign continues with the casino theme. It comprises both print and TV; the latter in 15-, 20- and 30-second formats. The campaign aims to showcase the art of seduction that “reflects Davidoff The Game’s mystique”, according to the brand.


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