Candie's and Kohl's Department Stores Unveil the Spring Marketing Campaign Featuring International Superstar and Multi-Platinum
April 01 2009 - 8:30AM
PR Newswire (US)
NEW YORK, April 1 /PRNewswire-FirstCall/ -- Iconix Brand Group,
Inc. (NASDAQ:ICON) announced today that its junior brand, Candie's,
which is exclusively sold at Kohl's Department Stores (NYSE:KSS),
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.
(Photo: http://www.newscom.com/cgi-bin/prnh/20090401/NY92422 ) 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. About Iconix Iconix
Brand Group Inc. (NASDAQ:ICON) owns, licenses and markets a growing
portfolio of consumer brands including CANDIE'S(R), BONGO(R),
BADGLEY MISCHKA(R), JOE BOXER(R) RAMPAGE(R) MUDD(R), LONDON FOG(R),
MOSSIMO(R), OCEAN PACIFIC(R), DANSKIN(R), ROCA WEAR(R), CANNON(R),
ROYAL VELVET(R), FIELDCREST(R), CHARISMA(R), STARTER(R) and WAVERLY
(R). The Company licenses its brands to a network of leading
retailers and manufacturers that touch every major segment of
retail distribution from the luxury market to the mass market in
both the U.S. and around the world. Iconix, through its in-house
advertising, promotion and public relations agency, markets its
brands to continually drive greater consumer awareness and equity.
About Kohl's Based in Menomonee Falls, Wis., Kohl's (NYSE:KSS) is a
family-focused, value-oriented specialty department store offering
moderately priced, exclusive and national brand apparel, shoes,
accessories, beauty and home products in an exciting shopping
environment. By the end of April, Kohl's will operate 1,022 stores
in 49 states. A company committed to the communities it serves,
Kohl's has raised more than $126 million for children's initiatives
nationwide through its Kohl's Cares for Kids(R) philanthropic
program, which operates under Kohl's Cares, LLC, a wholly-owned
subsidiary of Kohl's Department Stores, Inc. For a list of store
locations and information, or for the added convenience of shopping
online, visit http://www.kohls.com/. Contact Information: Candie's:
Kohl's: Maria Dolgetta Vicki Shamion Public Relations Director Vice
President of Public Relations Iconix Brand Group, Inc. Kohl's
Department Stores 212.819.2084 262-703-1335
http://www.newscom.com/cgi-bin/prnh/20090401/NY92422
http://photoarchive.ap.org/ DATASOURCE: Iconix Brand Group, Inc.
CONTACT: Maria Dolgetta, Public Relations Director of Iconix Brand
Group, Inc., +1-212-819-2084, , for Candie's; or Vicki Shamion,
Vice President of Public Relations of Kohl's Department Stores,
+1-262-703-1335, Web Site: http://iconixbrand.com/
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