Monday, July 26, 2010

USA:вЂSecrets’ team launches The Big Pony Collection


OneRepublic, the band making waves across the pop rock music scene, has teamed up with Ralph Lauren to celebrate his latest men's fragrance launch, The Big Pony Collection. The group's hit "Secrets" has been tapped as the theme song for the Big Pony Fragrance Video shot by renowned filmmaker and photographer Bruce Weber.

"Having Secrets selected for the Big Pony Fragrance Video makes us feel like we're doing something that connects with people," says OneRepublic singer-songwriter Ryan Tedder. "We are extremely excited to be partnered with a compelling brand like Ralph Lauren."

The two-minute video portrays a new generation of Ralph Lauren enthusiasts at a polo match. The storybook montage reflects their youth, sportsmanship, and relationships, qualities personified by the introspective and captivating disposition of "Secrets" that resonates with millions of fans around the world.

Among the polo spectators in the video, four young men were specifically chosen to represent the corresponding archetypes of the four Big Pony Fragrances – sport, seduction, adventure and style. They are seen participating in the activities and fashion corresponding with each fragrance, qualities that today's generation can identify with in their own lives. Numbered for the four players of a polo team, The Big Pony Fragrance Collection empowers a new generation of men to get into the game and play by their own rules.

"This new team of fragrances brings choice, style, and modernity to a new generation of men," says Guillaume de Lesquen, President of Ralph Lauren Fragrances Worldwide. "OneRepublic captures these qualities in 'Secrets' in a way that brings a meaningful dimension to the entire launch."

In addition to the Big Pony Fragrance Video, the collection's microsite featuring a Create-Your-Own Video application that allows visitors to create their own edits by clicking and dragging their favorite scenes from the Big Pony Fragrance Video, adding "Secrets" and sharing with friends. The site will also feature a link to a Big Pony Fragrance Collection tab on Ralph Lauren's Facebook Fan Site, as well as ecommerce, news updates and information about the collection.

The Big Pony Fragrance Collection design is directly inspired by the iconic Big Pony shirts – colorful and bold Polo shirts with an oversized version of Ralph Lauren's signature Polo Player logo. The sleek translucent flask bottles are infused with rich color tints, contrasting with alternate splashes of color in oversized Polo Player icons and individual numbers – assigned according to scent and personality.

All four fragrances are based on a distinct duo of ingredients:

1: Citrus Aromatic, matching lime and grapefruit to represent sport.
2: Oriental Fougere, hooking up dark chocolate and musk for seduction.
3: Fougere Woody, mixing mint and ginger root for adventure.
4: Woody Fruity, a boost of mandarin and kyarawood for a stylish edge.

OneRepublic kicked off the partnership with the Big Pony Fragrance Collection with a headlining concert in New York City in July 2010. Their subsequent tour will travel Europe with U2 and return to the U.S. with the Maroon 5 Fall 2010 tour. 

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