Iconix Brand Group, Inc. will continue its partnership with Britney Spear for its Candie's brand, which is exclusively sold at Kohl's Department Stores.
Spears, the well-known female recording artists, will appear in Candie's fall 2009 television, print, online and in-store advertising campaign. Spears recently appeared in the junior brand's spring print and online marketing campaign, which launched with a full size, limited edition, pull-out poster.
Leveraging its partnership with the international mega-star, Candie's outfitted Spears for her new music video, “Radar” and will use footage from the music video for its fall television commercial. The music video features Candie's apparel, footwear, jewelry and accessories available exclusively at Kohl's Department Stores. The television commercial will debut later this summer and the print campaign will premiere in September issues of fashion, entertainment and lifestyle magazines.
Commenting on her “Radar” video, Spears stated, “I was so excited to wear Candie's in my 'Radar' video. I especially loved their jeans and cute dresses which were perfect for the theme of my video.”
Dari Marder, chief marketing officer, Iconix stated, “After the overwhelming excitement surrounding Britney's spring Candie's campaign, we decided to make our fall campaign even bigger and better. In addition, to our new television commercial, Britney's fans will also get to see her rock her Candie's outfits in her new 'Radar' video. Britney chose the looks from our new collection that she felt best represented her style.”
The music video and television commercial features Spears who becomes intrigued by a handsome player at a polo match who ultimately gets caught in her radar.
The print campaign was created by the Iconix in-house marketing team. The television commercial was shot by famed director, Dave Meyers and the print campaign was shot by fashion photographer, Matthew Rolston. The campaign was shot in Santa Barbara at a private estate complete with its own polo field and horse ranch.
Julie Gardner, Kohl's executive vice president and chief marketing officer, stated, “We are very excited that Britney Spears will continue to appear in the fall 2009 Candie's Only at Kohl's advertising campaign. After a successful launch in spring, we know Spears has a strong connection with our young shoppers who want great style at exceptional value.”
The campaign will be heavily integrated into Kohl's fall 2009 marketing vehicles, including national broadcast, outdoor billboards, circulars, in-store graphics, online, direct mail and email blasts.
