October, 2014 saw the release of the latest men’s fragrance from Stetson. The men’s cologne brand has been an American icon since 1981, and the company’s new marketing campaign is geared at redefining gallantry and chivalry in the 21st century.
The new fragrance is named Caliber and was created by Coty, the company behind the original Stetson cologne. It was developed for men between the ages of 30 to 40, and the fragrance is being heavily promoted before the start of the holiday shopping season. Print ads, digital campaigns, and even a contest are currently ongoing to catch men’s attention, and there are also new chivalry rules to follow.
The first Stetson fragrance was named after the 19th century American cowboy hat and includes an after shave, deodorant and two other distinctive colognes, Black and Sierra. Caliber is the first new cologne from Stetson in six years, and it is proving to be distinctly different.
Caliber has been described as a modern, crisp, clean fragrance that is aimed at appealing to younger men. With the majority of Stetson wearers over the age of 45, the company has decided that it is time to go after younger consumers. Caliber is still a cologne that represents the “Stetson man” who has integrity, is self reliant and self made, but it focuses on all younger men not only the traditional cowboys.
The ads show that today’s modern man knows what to do in any situation, and lives by a code of honor. Caliber is cologne that is designed to fit this man, and the slick black and white ads take the fragrance into the 21st century.
On the website, there are the “new rules of chivalry” that show that gallantry and simple manners are still appreciated and recognized in today’s society. The rules include phoning a woman for a date instead of sending an impersonal email, and paying attention to her and not the TV when you are out at the bar. These are simple rules that can define a man just like the new Stetson cologne is hoping to do.
With the holiday shopping season approaching, and Caliber’s marketing campaign heating up chances are you will soon have a chance to try the new fragrance to see if this is the right Stetson for you.