Diddy Unveils New Fragrance Image on Times Square Billboard


As he prepares to officially unveil his newest fragrance next month, Sean "Diddy" Combs is giving shoppers an up-close look at the results of its use with a new billboard on New York's Times Square.

The giant ad, which features the rap mogul dressed in a sleek white tuxedo, is part of a new campaign forI Am King, Comb's latest scent.

The front lit 172 X 54 feet I Am King billboard, located at Broadway and 47th Street, will replace the current Sean John campaign image for several months.

Described as a fragrance with "an untraditional fresh fruity woody scent," I Am King follows Comb's successful Unforgivable fragrance.

According to the business executive, the new scent will resonate with men of all backgrounds.

"I am really proud of the new billboard and of the message that it conveys to everyone who gets to see it," said Combs. "I Am King is not just about me, but every man. We are all descendants of kings. And if all men believe in that, we can accomplish anything. This image pays tribute to that belief, that ideal."

In addition to Times Square, the I Am King campaign will feature billboards on Sunset Boulevard in Los Angeles as well as New York, Los Angeles, and Miami.

The Sean John fragrance is scheduled to make its debut in December at Macy's before its nationwide release in department stores in February 2009.

Prices range from $57 for a 1.7 oz bottle to $74 for 3.4 oz bottle.

In addition to the regular bottles, Macy will carry the I Am King Limited edition.

Priced at $100, the edition which includes a 3.4 oz bottle of I Am King along with a storybook featuring I Am King visuals that comes in a signed Lucite case.

Shoppers can also look for more I Am King-related products to hit store shelves in the coming months with the arrival of an aftershave balm in February and a shower gel and deodorant in May.