Zoe Saldana has gone from “Avatar” to Envy.
In her first ad campaign for a brand, Saldana wears 2010 Calvin Klein Underwear’s fall women’s Envy line. The multimillion-dollar print and outdoor advertising campaign breaks mid-September, in October magazines, and she also will appear in an online video on cku.com. A release date for that has not been set.
The campaign will be “one of the biggest launches in the brand’s history,” said Malcolm Carfrae, executive vice president of global communications at Calvin Klein Inc.
The Envy line of five bras — a Lace Demi Bra, a Tailored Demi Bra, a Natural Lift Plunge Bra, an Air Push Up Bra and Saldana’s favorite, a Triangle Bra — is being shipped to stores this week.
Regarding Saldana’s views on lingerie, the actress told WWD, “I like when you are able to assist your body to look amazing as opposed to replacing anything. That’s exactly what Calvin Klein Underwear Envy does. It helps you, it assists you, but it will not overshadow what you can bring naturally.”
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Tom Murry, CKI’s president and chief executive officer, said the new Envy line “addresses a need expressed by our consumers, and it completes the brand’s three-tier Coverage Level System” — and added the line is “in keeping with the heritage of the Calvin Klein Underwear brand.”
The global ad and marketing campaign, photographed by Mikael Jansson, anchors the introduction of the newest program initiative at Calvin Klein Underwear: the Coverage Level System. It’s aimed at average-size women and features three levels of coverage: Coverage Level 1, which focuses on the Envy collection that offers less coverage with sleek, superfine straps, bra band and wings, and gold-rose hardware; Coverage Level 2, which provides mid-level coverage for everyday wear and comfort by Perfectly Fit, a line introduced in 2005, and Comfort Level 3, which offers the highest level of coverage and support with the Seductive Comfort group, launched in 2008. An online video promoting the Coverage Level System was unveiled Monday at cku.com, and the video will also be used as a marketing tool at stores along with other assets this fall. The video’s tag line says, “The Calvin Klein coverage level…What you uncover…is up to you.”
Visuals on both hangtags and in the video feature three women in bras and panties representing the three levels of coverage.
Explaining the new program, Kathy Linehan, vice president of global merchandising for Calvin Klein Underwear, said, “It’s not about fit, it’s about coverage. This is a way of communicating to our consumers who would have passed by Calvin Klein Underwear thinking, It’s too small for me.”
“We’ve always been the great image makers. Now we want to be the great communicators,” said Bob Mazzoli, chief creative officer at Calvin Klein Underwear. “There is a paralysis of too much choice. You show up in stores and you want to buy something and have fun, but you don’t have a clue as to what to buy. We think we can engage the consumer with this program and it will be fun.”