OneRepublic
Jan 10, 2011
Interscope Records and multi-platinum recording artist OneRepublic have partnered with Ralph Lauren Fragrances to feature the band's international hit song "Secrets" in the global ad campaign for Ralph Lauren's new men's fragrance launch, The Big Pony Collection.
"Secrets" is the stirring musical backdrop for a two-minute Big Pony Fragrance Collection video, which was shot by renowned photographer/filmaker Bruce Weber.
The licensing of "Secrets" by Ralph Lauren Fragrances has ignited significant press, promotion, and buzz around the world, including a major social networking push on Facebook, Twitter and MySpace, as well as exclusive concert events, backstage meet-and-greets with the band, intimate performances for key press, and consumer competitions in the UK, Switzerland, and Berlin. In addition, OneRepublic, which is fronted by Grammy-nominated songwriter and producer Ryan Tedder, will perform at the Ralph Lauren Fragrances party at the 2011 Sundance Film Festival in January.
"Secrets" is the second single from OneRepublic's 2009 album Waking Up. A No. 1 hit on the iTunes chart in Germany, the track claimed the top spot on the iTunes Rock Chart in the U.S. in July and has stayed there until recently when the Beatles catalog became available on iTunes. It is OneRepublic's fourth Top 40 hit on the Billboard Hot 100 chart.
"Having "Secrets" selected for The Big Pony Fragrance video makes us feel like we're doing something that connects with people," says Ryan Tedder. "We are extremely excited to be partnered with a compelling brand like Ralph Lauren."
"We are thrilled to partner with Ralph Lauren Fragrances in this break-through program marrying music and fragrance like never before," says Jennifer Frommer, SVP Brand Partnership IGA. "The partnership gave OneRepublic's incredible music a new, global outlet joining traditional advertising with innovative social media tactics, events and retail tie-ins. The program resulted in a fully integrated approach in co-branding. The upcoming Ralph Lauren Sundance event with OneRepublic adds yet another layer to the partnership."
Adds Guillaume de Lesquen, President of Ralph Lauren Fragrances, "Partnering with OneRepublic for the Big Pony Fragrance Collection has been an exciting and modern way to reach our demographic of 18-30 year old guys around the world. Music is a key interest for our target market and aligning with OneRepublic, a team of cool guys for this team of four fragrances has helped The Big Pony fragrances become the first successful collection of fragrances ever launched."
After seven years together as a band, OneRepublic took the world by storm in 2007 with their debut release Dreaming Out Loud. The album included the smash single "Apologize," which shattered digital sales and airplay records worldwide, and, along with second single "Stop And Stare," propelled the album to platinum-plus sales. Their 2009 sophomore set Waking Up has spawned two singles - "All The Right Moves" and "Secrets" - that have topped the radio charts and sold more than 2.9 million units to date.
