Drakkar Fragrances

Long regarded as “your dad’s cologne” and a defining cultural icon of the 80s, Drakkar Noir faced a perception challenge as it prepared to launch Drakkar Intense. The objective was clear: engage a younger audience and reposition the fragrance as bold, modern, and relevant without losing the legacy that made it iconic.

Maccomm developed a high-impact influencer strategy designed to match the intensity of the new scent. Hosting 48 top influencers in Miami, the team created an adrenaline-fueled launch experience at Homestead-Miami Speedway. Guests drove exotic sports cars at top speeds, outfitted in custom Drakkar-branded helmets and racing jackets, while immersive pit activations and hands-on fragrance discovery moments ensured content creation at every turn. The experience generated 44 million impressions, driving significant buzz through a concentrated and culturally relevant influencer presence, and successfully repositioning Drakkar Intense as a must-have fragrance for a new generation.