Dedcool is betting on a $1 million NYFW pop-up, OOH blitz to break through the crowded fragrance landscape with new launch

To launch its newest scent on Monday, Dedcool is betting on a New York City OOH campaign that includes a $1 million pop-up on Mott Street, a partnership with The Elk cafe, subway ads, wheatpastings across the city and a dynamic event schedule with Sephora, all timed to New York Fashion Week.