Candies has its pin-up girl ready to go.
The junior brand, owned by Iconix Brand Group Inc. and sold exclusively at Kohl’s stores, has unveiled its final version of the spring print, online, outdoor and in-store ad campaign featuring Britney Spears.
In the main image, the pop icon-tabloid star is seen decked out in a pink and silver one-piece swimsuit, which will be featured in a full size, limited edition, pull-out poster to run exclusively in US Weekly’s April 15 issue.
Four million posters will be distributed.
The ad also features a collage of color and black-and-white snapshots of Spears from the campaign’s photo shoot, photographed by Mark Liddell in Los Angeles.
“Britney is not your average girl, so we didn’t want to do an average media buy,” Dari Marder, Iconix’s chief marketing officer, said. “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.”
Spears joins a lineup of past celebrity Candie’s girls including Fergie, Hayden Panettiere, Hilary Duff and Jenny McCarthy. Candie’s and Kohl’s are also sponsors of Spears’ current “Circus” tour. Her most recent album, also titled “Circus,” has been certified Platinum.