DALLAS, Apr 2, 2009 / FW/ — As announced, Britney Spears is headlining the 2009 Candie’s campaign and yesterday, the creative starring the multi-platinum recording artist was released. With the words “Britney Spears for Candie’s Only at Kohl’s” spelled out in diamonds, the public is seeing Britney Spears in a different light.
The campaign which encompasses print, online, outdoor and in-store categories features Britney is Candie’s apparel, footwear, swimwear, intimates and accessories available exclusively at Kohl’s. The campaign was shot by Mark Liddell in Los Angeles.
“I had so much fun shooting the Candie’s for Kohl’s campaign. My favorite set-up was against the gigantic wall of pink cotton candy. I got to wear the cutest clothes and they are perfect for summer!” commented Britney on the campaign.
In a first for the brand, the Britney Spears creative will be featured exclusively in one publication to heighten the excitement of the much anticipated launch of the campaign.
A full size, limited edition, pull-out poster will appear exclusively in the April 15th issue of Us Weekly Magazine. A total of almost 4 million posters will be distributed.
The campaign will be heavily integrated into Kohl’s marketing vehicles, including circulars, in-store graphics, online, direct mail, email blasts, radio integration and outdoor billboards. A television and print campaign will appear later this summer in fashion and lifestyle magazines for the back-to-school season.
Britney Spears Headlines Candie’s 2009 Campaign