Home Marketing Kohl's launches advertising campaign with pop star Fergie

Kohl's launches advertising campaign with pop star Fergie

New York: Iconix Brand Group recently announced its exclusive partnership with 3x Grammy award-winning artist, Fergie for its Candie's(R) brand fall '07 television, print and online advertising campaign. A music video from singer Fergie's current hit "Big Girl Don't Cry" will be incorporated into advertisements this fall to promote the Candie's junior clothing line at Kohl's Department Stores. The ads will appear on television, print publications and online. The brand is available exclusively at Kohl's Department Stores, and features Candie's apparel, footwear, jewelry, sleepwear, hats and bedding. This is the first time a junior fashion brand has extracted their campaign from a music video. "Big Girls Don't Cry" is in the top five on Billboard's Hot 100 chart and among the top 10 most played videos on MTV and VH-1. Commenting on the partnership, Fergie stated, "Candie's is giving me creative input and they are allowing me to bring my touch to the campaign and I love that! The clothes are so wonderful and we are tying it all together, the commercial, the print ads and my video and I am really excited about it." Dari Marder, Chief Marketing Officer, Iconix Brand Group, Inc. said, "This is a wonderful opportunity for Candie's to be able to lift our brand creative straight out of Fergie's hit video, "Big Girls Don't Cry." It further validates the Candie's brand as part of pop culture." Julie Gardner, Kohl's Executive Vice President and Chief Marketing Officer, said, "The new Candie's advertising campaign marks a first for a junior fashion brand. The campaign is innovative and authentic and leverages the music video, which makes the brand more relevant to our junior shoppers." The campaign will debut in September issues of fashion, entertainment and lifestyle magazines and the commercial will be on national and cable networks later this summer. The campaign was created by the Iconix in-house marketing team and shot by famed music video director and photographer Anthony Mandler. Candie's recently announced its exclusive fashion sponsorship with Fergie on her first solo tour. No tickets will be sold for the tour. Fergie's Verizon VIP Tour has a 20-city schedule and tickets are exclusive to Candie's and Verizon Wireless through give-a-ways and Kohl's in-store events in select markets. A live Candie's fashion show will appear at each concert.

 

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