Quick on the brand draw

The essence of country

What?: Country star Tim McGraw is giving consumers a taste (and smell) of his lifestyle:

Wal-Mart stores nationwide are set to stock limited-edition Tim McGraw Spicy Jalapeño Fritos. The country singer will star in TV commercials and print ads for the brand. A total of 500,000 limited-edition tins will be available in stores, filled with Fritos chips, along with a behind-the-scenes DVD from the tour.

McGraw is to add to the already buckling shelves of Celine Dion, Kylie Minogue and Shania Twain perfumes with the introduction of his own fragrance. The new scent, produced by Coty Beauty, will arrive in store in August. As well as the artists outlined above, both Jennifer Lopez and Russell Simmons are affiliated with the Coty Prestige line.

So what?: With 30 country number 1s under his buffalo-buckled belt, his appeal is clear. But can this stretch to snack foods? The 40M album-seller shares company with Missy Elliot, who paired up with Doritos on an equally ‘cheesy’ campaign last year. The lure of Tim McGraw’s bottled essence may work, but will the opposite sex really want to ‘stand by their man’ if he’s been munching spicy Jalapeño crisps?

“We too quickly bandy about the term ‘sell out’ when an artist allows their image to be commercially used. However, in an age where artists are no longer able to support themselves via album sales alone, this example of cross-marketing produces a potentially steady revenue stream.”
Jade Bonus, Sub–Editor, The Music Network

www.timmcgraw.com