Home / Knowledge / News / Fashion / Britney Spears stars in Candie's only at Kohl's spring ad
Britney Spears stars in Candie's only at Kohl's spring ad
02
Apr '09
Iconix Brand Group Inc announced that its junior brand, Candie's, which is exclusively sold at Kohl's Department Stores, has unveiled the creative for its spring 2009 print, online, outdoor and in-store marketing campaigns featuring internationally recognized and multi-platinum recording artist, Britney Spears.

In a first for the brand, the Britney Spears creative will be featured exclusively in one publication to heighten the excitement of the much anticipated launch of the campaign. A full size, limited edition, pull-out poster will appear exclusively in the April 15th issue of Us Weekly Magazine. A total of almost 4 million posters will be distributed.

Britney Spears commented on the campaign, "I had so much fun shooting the Candie's for Kohl's campaign. My favorite set-up was against the gigantic wall of pink cotton candy. I got to wear the cutest clothes and they are perfect for summer!"

The ad features a "Britney Spears for Candie's Only at Kohl's" logo in diamonds with a collage of color and black and white snapshots of Spears from the photo shoot. Spear's is featured in Candie's apparel, footwear, swimwear, intimates and accessories available exclusively at Kohl's. The campaign was shot by Mark Liddell in Los Angeles.

Dari Marder, chief marketing officer, Iconix Brand Group, Inc., stated, "Britney is not your average girl, so we didn't want to do an average media buy. We wanted to create an event with the debut of the campaign. The Candie's consumer devours the latest celebrity news and gossip so we thought it would be a unique way to unveil the campaign as an exclusive pull out poster in Us Weekly. We plan on developing programs over the course of the year that will continue to deliver exclusive opportunities to our Candie's consumers."

The campaign will be heavily integrated into Kohl's marketing vehicles, including circulars, in-store graphics, online, direct mail, email blasts, radio integration and outdoor billboards. A television and print campaign will appear later this summer in fashion and lifestyle magazines for the back-to-school season.

"The new Candie's advertising campaign featuring Britney Spears is authentic, relevant and designed to resonate with our junior shopper," said Julie Gardner, Kohl's executive vice president and chief marketing officer. "At a time when Britney Spears is on top of her career, we believe the campaign will drive excitement for the brand, sold exclusively at Kohl's."

As recently announced, Candie's and Kohl's are associate sponsors of Spears' "Circus" tour, which includes opportunities for consumers and fans to be a part of the concert experience. There will be VIP experiences with Candie's pink carpets and lounges in select markets and other promotions surrounding the sponsorship.

Spears' current album Circus has been certified Platinum and was No.1 on the Billboard 200 charts, making this Spears' fifth No.1 album in her career. Past Candie's spokespeople have included Fergie, Hayden Panettiere, Hilary Duff and Jenny McCarthy.

Iconix Brand Group Inc


Must ReadView All

Indian textile & apparel exports fall 13% in Jan 2018

Textiles | On 17th Feb 2018

Indian textile & apparel exports fall 13% in Jan 2018

A decline of 13 per cent year-on-year has been observed in the...

Brazilian cotton prices move up in first fortnight

Textiles | On 17th Feb 2018

Brazilian cotton prices move up in first fortnight

Cotton prices rose in Brazil in the first fortnight of February, as...

Courtesy: OrganoClick

Textiles | On 17th Feb 2018

OrganoClick introduces OrganoTex for water repellency

OrganoClick has introduced OrganoTex, a textile impregnation product...

Interviews View All

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Smith Vaghasia
Sanado India

Online remains the best destination for shopping

Top executives
Textile industry, India

Such fairs are a must for industry to showcase new innovations

Harsh Shah

Fynd is the central online shopping destination for fashion, offering...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

February 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
70.0%
No
13.0%
Skip
17.0%

Total Votes: 100

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.0%
No
30.0%
Skip
7.0%

Total Votes: 100

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
88.0%
No
9.0%
Skip
3.0%

Total Votes: 100

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
83.0%
No
8.0%
Skip
9.0%

Total Votes: 100


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search