Calvin Klein Underwear will launch its fall 2012 global advertising campaign on YouTube in the first week of September.
The digitally focused campaign, featuring model Lara Stone, was photographed by Steven Klein in New York City to support the new Calvin Klein Push Positive collection of bras. The collection features superior-fit bras with a unique butterfly shape created with soft-wire technology.
This story first appeared in the August 16, 2012 issue of WWD. Subscribe Today.
Bra cup sizes will be 32A to 36D. Suggested retail will be $48.
Calvin Klein Underwear is a wholly owned division of The Warnaco Group Inc., while Calvin Klein Inc., is a wholly owned subsidiary of PVH Corp.
The online initiative will center on a video with Stone that will appear in 16 countries. Digital media will represent around 70 percent of the global media mix, which will be a strategic shift for the brand. The video is expected to garner more than 575 million impressions. YouTube is the lead global media property for the campaign, spanning 11 markets, which will include the U.S., Canada, Mexico, Germany, Spain, Hong Kong, Korea, Singapore, Taiwan, the Philippines and the U.K. Additional digital support in Asia will include placements on Youku, Yahoo and Nate. The video will also be released on Calvin Klein’s social-media sites in advance of that break.
Additional digital initiatives will include social-media promotions such as an interactive Facebook application that allows users to share and post personalized images, and a hashtag sweepstakes on Twitter as well as Weibo. There will also be imagery and product information available at calvinklein.com/pushpositive, which will launch this month, and product will be available there for purchase beginning the first week of September.
Off-line, the Calvin Klein Push Positive launch will be supported in-store with campaign visuals and an in-store iPad application, designed as an interactive sales and information tool for sales associates to use with clients. The interactive stations will be set up in select freestanding Calvin Klein Underwear stores worldwide. There will also be outdoor billboards in key markets in the U.S., Europe and Asia, the first of which is to be installed on Aug. 17 at the corner of Houston and Lafayette Streets in New York City.
Stone has kept busy as the face of Calvin Klein this season. She is also featured in ads for the Calvin Klein Collection and ck Calvin Klein (both lensed by Mert Alas and Marcus Piggott); ck Calvin Klein Watch & Jewelry (shot by Patrick Demarchelier), and Calvin Klein Jeans (photographed by Steven Klein) global campaigns, as well as the worldwide campaign for the women’s fragrance, euphoria Calvin Klein (photographed by Alas and Piggott).