Britney Spears stars in Candie's only at Kohl's spring ad

Iconix Brand Group Inc announced that its junior brand, Candie's, which is exclusively sold at Kohl's Department Stores, 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.

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.


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