The Keds Corporation, a subsidiary of Collective Brands Inc announced that it has extended its global relationship with their brand spokesperson through Summer 2008.
The continued relationship with Ms. Barton will complement the evolution of Keds' "Be Cool" advertising campaigns. With the introduction of a new tagline, the Spring 2008 campaign will take on a fresh look, the revamped campaign will surpass the brand's previous marketing efforts and is set to be unveiled at an ad campaign party in New York City in December.
"Mischa is a leading style influencer and has been an excellent partner helping Keds reposition the brand image and product over the last three years."
"When we first signed Mischa, she was just on the cusp of fame, and since then has grown into a promising young actress and become known globally as a fashion trendsetter. We look forward to her continued involvement in the brand in 2008," said Shawn Neville, president of Keds Corporation.
The creative process is under wraps, and underway now, with the photo shoot and production set to begin in October. The new campaign will be a natural transition from the "Be Cool" campaign, and will play off how both the brand and Mischa have each evolved over the last three years.
"The first Mischa Barton Keds campaign was a cornerstone in the brand turnaround, and will continue to act as a benchmark for the next generation of marketing programs which will evolve as the brand and its product selection have over the past six seasons."
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.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "UBM China (Shanghai)")
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