Britney Spears stars in Candie's ad campaign

by Staff, Brand Republic 01-Apr-09, 15:15

NEW YORK - Britney Spears is to star in a TV, print and poster advertising campaign for US girl's clothing brand Candie's, which will include a pull-out poster of the pop queen in Us Weekly magazine.

In the first part of the campaign, Candie's, which is exclusively sold at Kohl's department stores, is to distribute almost 4m posters of Spears inside the April 15 issue of Us Weekly.

The ad features a 'Britney Spears for Candie's Only at Kohl's' logo in diamonds, with a collage of colour and black and white snapshots of Spears from the photo shoot.

She is featured in Candie's apparel, footwear, swimwear, intimates and accessories.

Spears said: "I had so much fun shooting the Candies for Kohl's campaign. My favourite 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 campaign will be heavily integrated into Kohl's marketing activity involving print, in-store graphics, online, direct mail, email, radio and outdoor. A television and print campaign will appear later this summer in fashion and lifestyle magazines for the back-to-school season.

Dari Marder, chief marketing officer, Iconix Brand Group, owner of the Candie's brand, said: "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 programmes over the course of the year that will continue to deliver exclusive opportunities to our Candie's consumers."

Candie's and Kohl's are associate sponsors of Spears's 'Circus' tour.