Britney Spears to Continue with Candie’s
July 7, 2009 by Kori Ellis
Filed under Marketing
Iconix Brand Group Inc. (parent company of Candie’s) said on Tuesday they will continue their relationship with Britney Spears for Candie’s fall advertising campaign. Spears has served as the face of Candie’s since the spring and so far has been very well received.
Candie’s brand is sold exclusively at Kohl’s. Spears will appear in the fall TV, print and online campaign.
According to The Business Journal, Candie’s outfitted Spears in Candie’s clothes, shoes, jewelry and accessories in her new music video “Radar.” Footage from the video will be part of the brand’s fall TV commercial, which will debut late in the summer. The print campaign is set to launch in popular magazines in September.
“After a successful launch in spring, we know Spears has a strong connection with our young shoppers who want great style at exceptional value,” said Julie Gardner, Kohl’s executive vice president and chief marketing officer.
The fall campaign will include the aforementioned TV, print and online efforts, as well as outdoor billboards, direct mail, circulars, email blasts and in-store advertising.
Below is an ad from the Candie’s Only at Kohl’s spring campaign, as well as Spears’ music video “Radar.”
Image: Candie's Only at Kohl's
