When Tapout, WWE, and John Cena came to Elizabeth Arden to create a fragrance, they had big dreams of entering the prestige market. However, the WWE fans were mostly shopping at Walmart. Instead of pushing a high-end fragrance, a men’s body spray line exclusively for Walmart was proposed. Why? Because Walmart’s men’s body spray sales were growing 10% annually, and that’s where the WWE fans were shopping.

The “Unstoppable You,” creative campaign was created showcasing John Cena's unbeatable spirit. Imagine John Cena breaking through cables, walking on fire, and smashing through walls. That’s the power of our body spray. We used air time on WWE broadcasts on the USA Network to push this message. Even the packaging was special. It looked like a barbell with an easy-to-use, bold sprayer and had John Cena's image front and center.

The right product for the right audience, a strong marketing plan, and leveraging John Cena's star power allowed us to roll out six SKUs at Walmart in just the first year.