Juniors fashion brand Candie's - part of the Iconix Brand Group – recently launched a marketing campaign starring Britney Spears. The campaign icludes an interactive online strategy and traditional media relations, is an effort to boost sales and awareness that Candie's is available exclusively at Kohl's.
Iconix CMO Dari Marder believes that this is the perfect opportunity to break through and do big things for the company because others are pulling back due to the economy.
Candie's is looking to promote the partnership and ride on the buzz surrounding Spears' Circus tour,-Candie's and Kohl's are associate sponsors of the tour - the in-house team posted shareable behind-the-scenes videos from the tour, as well as news about the collaboration, on Candies.com and Spears' Web platforms. Sites include britneyspears.com, Facebook, MySpace, and the Spears' Twitter account that boasts a top ranking among followers.
Other sharable elements include wallpaper and music. In addition, a limited-edition pull-out poster of Spears modeling Candie's will appear in the April 15th issue of US Weekly.
Spears has endorsed other products over her career including Pepsi and Skechers, but Marder noted this was the first time Spears has done an apparel endorsement deal.
Media relations included outreach to regional and national business, entertainment, and lifestyle publications, broadcast outlets – Entertainment Tonight and CNN - and blogs. Candie's will also work with Kohl's on promoting the collaboration via direct mail and e-mail blasts, and will work with Spears on fashion-related programs over the course of the year.
Maria Dolgetta, PR director at Iconix said that they have already recieved a lot of broadcast attention around this current campaign. Marder added that traffic to the site is at an all-time high.
Subscribe to:
Post Comments (Atom)
2 comments:
I think that obviously any campaign involving britney spears is going to create buzz and catch people's attention. However I don't really think that the Candies brand is going to prosper just because she is going to be the new face of the brand. As far as I know it's not a very common or popular clothing brand, but maybe now people will think twice and try it out.
Candies has had a host of pretty bubble gum brand reps in the past, but Britney Spears is definitely a cash cow. Any campaign involving the QUEEN OF POP is sure to be successful. It's also a boost to Britney's (slightly) tarnished image. Candies has always been a sexy, cute, girl-next-door brand, for her to be associated with it helps her image as well. It's a mutually beneficial relationship
Post a Comment