P&G gets the license to kill

P & G will launch James Bond 007 fragrances. The Prestige Division signed a brand license for production and distribution.

The movie franchise has a long history of successful product placement for cars, watches and technical gadgets. Will it work as a licensed brand? Brand recognition certainly is high enough. But that alone does not drive licensed business.

And since the movie character image changed from the Gentleman image to a rougher action persona the former style icon James Bond got interchangeable with other action characters.

P & G has been looking to combine its expertise in mass production and marketing with prestigous, higher priced businesses. Thus, the global recognition of 007 makes sense.

Somehow we are thinking of Playboy.