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'Wake Up Call' for Back to School season
17
Jul '08
Iconix Brand Group Inc announced that Hayden Panettiere will star in the Company's junior brand, Candie's(R), back to school 2008 television, print and online advertising campaign.

Hayden, who is known as an award-winning actress, activist and star of NBC's hit television series, "Heroes" can now add recording artist to her resume. Following last year's hugely successful integrated marketing campaign with Grammy-award winning artist Fergie, the new fall Candie's television commercial will be a direct lift from Panettiere's first ever music video "Wake Up Call." This is Panettiere's second season with the brand.

Panettiere's music video "Wake Up Call" was styled exclusively by Candie's apparel, footwear and accessories, available only at Kohl's Department Stores and Kohls.com.

Hayden Panettiere stated, "The concept of my video is to give a guy who doesn't treat his girlfriend well a wake up call and show him all the different aspects of a woman's personality. Candie's is the perfect fit because their styles are diverse and benefit the video as they show off all of the different sides of my character in the video."

To coincide with the television, a print campaign will feature Panettiere in a variety of sexy and sweet vignettes as she playfully poses with a piano, behind a beaded curtain and in a club-like setting among others. The "Wake Up Call" video and the Candie's commercial were shot in Los Angeles by famed music video director Chris Applebaum and the print campaign was shot by fashion photographer Giuliano Bekor and created by the Iconix in-house marketing team.

Dari Marder, Chief Marketing Officer, Candie's, commented, "We are thrilled to continue our partnership with Hayden and collaborate with her during this exciting time in her career as she debuts "Wake Up Call". Hayden is the ideal Candie's girl, she is what Hollywood calls a triple threat as she currently has a successful television and film career and is now poised to become a powerful recording artist. Once again, we are able to partner our Candie's brand with pop culture to connect to our consumer."

Julie Gardner, executive vice president and chief marketing officer, Kohl's Department Stores said, "We are excited about Hayden's role in the upcoming 2008 Kohl's back to school multimedia campaign which focuses on the dynamic convergence between fashion, music and pop culture. She truly embodies the Candie's brand, available only at Kohl's, and we are confident that she will resonate with our shoppers."

The campaign will be unveiled in September issues of fashion, entertainment and lifestyle magazines and the commercial will debut on MTV later this summer. Kohl's also will incorporate the Candie's campaign into their back to school creative.

Hayden Panettiere will be continuing her role as the spokesperson for the popular junior brand through the holiday season.

Iconix Brand Group Inc


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