DARTS legend Phil 'The Power' Taylor has teamed up with Whyte & Mackay to launch a range of whisky-infused aftershaves for today's aspirational, style conscious and whisky loving individual - 'W&M Undeniable Power' for men and for women.
With a global reputation as the king of darts, Phil Taylor takes on the king of (golden) balls and friend David Beckham with an ad campaign to rival that of the iconic Beckham's 'DVB' fragrance shoot.
Phil has teamed up with Miss British Isles stunner Nicola Moriarty for the 'W&M Undeniable Power' campaign.
Taylor, who is currently taking part in the Whyte & Mackay Premier League Darts tournament, sums up everything that is good about darts; concentration, dedication and hard work, leading to the best thing of all, pure adulation from the public.
Now he's taken that success, bottled it and is allowing others to share his 'W&M Undeniable Power'.
Taylor said the idea came to him after seeing the success of his friend David Beckham in the fragrance market, saying: "This is a particularly lucrative market and one David Beckham has done particularly well in.
"I think he wants to do more in this area, but his diary in April is full, so I thought the 1st of April would be a good time for me to launch 'W&M Undeniable Power'.
He continued: "Premier League Darts sponsors Whyte & Mackay were only too happy to get involved to ensure we came up with a whisky infused fragrance that could appeal to both men and women.
"With this range you may not get to be Phil 'The Power' Taylor, but when wearing the scent you will feel as if you have 'The Power'
"I know it's going to drive the females of the UK wild!"
Whyte and Mackay's Marketing Director Nick Gaskin said: "When Phil said he wanted to find a way to take 'The Power' and bottle it for others, we were keen to work with him.
"Not everyone could create something which not only contains The Power, but lets others feel like Phil."
Phil's range goes on sale today, April 1 2009 and is accompanied by the advert (below) which features Phil 'The Power' Taylor and Miss British Isles Nicola Moriarty (27).
The fragrance includes a number of top-secret ingredients, and other products such as 'lipra lofo'.