Kohl's is rolling out its spring marketing campaign for Candie's featuring "High School Musical" cutie Vanessa Hudgens. The actress will make her debut for the brand in March issues of magazines such 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 Britney Spears to tweet up a storm to promote the brand in the baton handoff. "The campaign creative was inspired by Twitter, with Vanessa offering fans behind the scenes-like photos and sound bites about each shot," stated Julie Gardner, Kohl's executive vice president and chief marketing officer.
"So fun being a Candie's Girl!," a tweet on Spears' Web site 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, Calif. by fashion photographer Tony Duran.
In addition to making personal appearances on behalf of Candie's, Hudgens will 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, is sold only at Kohl's. It is part of the chain's range of exclusive lines, including collections by Vera Wang, Dana Buchman and Tony Hawk.