Candie's Unveils Tweet-themed Hudgens Ads
Kohl's is rolling out its spring marketing campaign for Candie's, but instead of Britney Spears, it features "High School Musical" cutie Vanessa Hudgens. The actress will make her debut for the brand in March issues of such magazines as Seventeen, Teen Vogue and Cosmopolitan, as well as Kohl's outdoor billboards, in-store graphics, online and direct mail.
But until then, look for her and Brit to tweet up a storm to promote the brand in the baton hand-off. "The campaign creative was inspired by Twitter with Vanessa offering fans behind the scenes-like photos and sound bites about each shot," Julie Gardner, Kohl's executive vice president and chief marketing officer, says in the store's release.
"So fun being a Candie's Girl!," a tweet on Spears' website says. "Look out for the @Candiesbrand pics of their new girl, Vanessa Hudgens! - Brit" The Candie's site carries a quick reply: "Thnx, @BritneySpears, you're a tough act to follow ...but, I'm so excited to be the new Candie's girl for 2011!! - xo, Vanessa."
Spears was the face of Candie's for two consecutive years. Past spokespeople include Fergie, Hilary Duff, Jenny McCarthy and the Dixie Chicks.
Ads were shot at the Pink Motel in Sun Valley, CA by fashion photographer Tony Duran.
In addition to making personal appearances on behalf of Candie's, she'll tweet from the Candie's Twitter page, "giving Candie's followers a behind the scenes glimpse into her world," the company says. Candie's, owned by Iconix Brand, are sold only at Kohl's, and are part of the Menomonee Falls, Wis.-based chain's range of exclusive lines, including collections by Vera Wang, Dana Buchman and Tony Hawk.
Recent Marketing Daily Articles
-
Fat Tire 'Pairs Well With People' May 24, 12:49 a.m.
New Belgium Brewing, the nation’s third-largest craft brewer, is launching a campaign including the company’s second-ever ... -
Mobile Important For Hispanic Shoppers May 23, 5:10 p.m.
Marketers looking to capture more of the growing Hispanic market in the U.S. would do well ... -
CoreBrand: Brand Favorability Low May 23, 4:33 p.m.
Brand consultancy CoreBrand says awareness isn't everything. Awareness is up across the board for the top ... -
Ford Launches European Campaign May 23, 1:36 p.m.
Ford of Europe is backing the 2013 UEFA Champions League Final football match and launching a ... -
Study: Social Media Driving CSR May 23, 11:32 a.m.
With tax evasion and third-world factory collapses dominating headlines, a new study on the role of ... -
Mondelez Goes Social, AR In Band-Tour Sponsorship May 23, 8:14 a.m.
In two firsts for the company, Mondelez International is using a fan as a social media ... -
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings -- up 36% year-over-year, according ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ...
Be the first to comment on "Candie's Unveils Tweet-themed Hudgens Ads "
Leave a Comment