Calvin Klein plans to bring new attention to its CK One franchise with a new TV campaign to be launched Jan. 20. Not coincidentally, it’s the same day President-elect Barack Obama will be inaugurated.
This story first appeared in the January 9, 2009 issue of WWD. Subscribe Today.
“The CK One ‘We are one’ campaign is inspired by a social movement of people coming together in the spirit of unity,” said Catherine Walsh, senior vice president of American fragrances for Coty Prestige, noting the campaign’s centerpiece is a song commissioned from British musician Jamie Burke — who appears in the print and TV ads for this campaign, as well as two Calvin Klein Jeans spots. “There is such a natural synergy between the message of the campaign and the essence of our new president’s platform that it seemed the ideal moment to share the TV spot. The campaign — and its original song — give voice to an optimistic new generation, that certainly made its voice heard in the latest election. This is a celebration of the power of coming together as one.”
Charlotta Perlangeli, vice president of global marketing for Calvin Klein Fragrances, added that the song will be available as a free iTunes download and on Ckone.com. “We believe it will help consumers relate more personally to the campaign,” she said.
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A print ad, featuring Burke with models of all shapes, sizes and skin tones, will begin running in February fashion, beauty, lifestyle and music magazines in the U.S. The campaign will also be online at Ckone.com by the end of this month. Both campaigns were created with Laird and Partners; Francis Lawrence filmed the TV spot, which includes 30- and 60-second cuts. Steven Meisel shot the print ad.
Coty is reinforcing the music ties with a limited edition version of CK One. The bottle, which is emblazoned with the words “We are one” in a number of languages, is set into a base which includes a removable MP3 speaker. It will retail for $50. In addition, Coty will launch an all-over body spray in the CK One franchise. It is intended to be a lighter version of the CK One scent and is dispensed with an oversize pump, said Walsh. It will retail for $26.
While Walsh wouldn’t discuss projected spending or sales figures, industry sources estimated the total media spend globally could top $25 million. Sources also estimated that the two limited edition products and the campaign’s effects could add $30 million to the franchise’s bottom line in the next year. More than 90 million scented impressions are planned globally.