TORONTO A red carpet, vintage cars, and an R&B group dressed up the City Cadillac GMC dealership on Victoria Park Avenue Thursday for the Canadian launch of Cadillac, a new fragrance for men created in conjunction with Beauty Contact Inc. (the global licensee for Cadillac Fragrances) that hits stores in Canada this fall. “At the moment, we’re just introducing it to the press and celebrities. We’re just letting people know that we’re coming out with a fragrance,” said Alwyn Stephen, president and C.E.O. of Beauty Contact Inc.
The automobile manufacturer called on Julia Che and Trisha Lepper of Lotus Leaf Communications to plan and execute the event for 300 guests, including media representatives and Cadillac owners. The firm looked to the design of the bottle and packaging as inspiration for the black and white decor. “We wanted to bring a clean, fresh feel to the space,” Lepper said. “We wanted to go with a dealership because it was easier to get the cars and to showcase the Cadillac imagery. We liked the courtyard space out front and felt we had a little bit more to play with [at this location].”
Dealership owner Mike Carmichael arranged to have a variety of vintage cars on display outside the dealership, including four Cadillac Eldorados, the oldest of which dated back to 1958. “We wanted to bring in examples of the history of the brand,” he said, noting that General Motors has been making Cadillacs for 100 years. A pre-production model of the 2010 Cadillac SRX was also on display.
Servers passed a selection of hors d’oeuvres from Marben—including duck-proscuitto corn bread, mini beef Wellingtons, shrimp ceviche tacos, and mini caprese salads—and bartenders offered a cocktail called the Whisky Sour Caddy to guests. Belinda Brady performed during the cocktail reception.
Event sponsors included Glenfiddich Single Malt Scotch Whisky, Vitaminwater, and Scotch Irish Brewing.