NEW YORK, NY, JULY 1, 2014 – Calvin Klein,
Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH] and Calvin Klein
Fragrances, a division of Coty, Inc. [NYSE: COTY], today announced a new
global advertising campaign for the ck one fragrance to debut in
July 2014. The campaign celebrates the 20th anniversary of the
iconic, original unisex fragrance, while reflecting the cultural significance
of individuality, self-expression and digital identity.
The campaign was shot on location in New York by famed photographer Mario
Sorrenti – who photographed the iconic images of Kate Moss for the OBSESSION
Calvin Klein campaigns – and produced under
the direction of Calvin Klein, Inc.’s in-house ad agency and studio and
creative agency Mother New York. The new ck one campaign
stays true to the brand’s heritage of featuring emerging talent with a diverse
cast of models, artists and musicians.
The talent includes singer/songwriter Dev Hynes and
his girlfriend, singer Samantha Urbani; sister musicians Say Lou Lou;
electro-pop singer Kelela; electronic artist and producer Evian
Christ; Korean pop star Taeyang; singer and actress Soko; artist Ally
Marzella; fashion photographer Michael Bailey Gates; photographer
and fashion designer Petra Collins; and models Edie Campbell, Stephan
James, Chuck, Ali Michael, Jing Wen, Justin Gerard, Lucky Blue,
Maggie Laine, Marcel Castenmiller and Victor Correia.
Music has always been a key component of past ck
one advertising campaigns and initiatives, and that tradition is continued
in the new campaign. In addition to counting eight up-and-coming musicians as a
part of the new cast, the TV spot features an exclusive demo produced by
electronic artist and producer Evian Christ.
“After breaking boundaries 20 years ago as the
original shared fragrance, ck one remains a best-selling fragrance
globally,” said Steve Mormoris, Senior Vice President of American
fragrances, Coty Prestige. “The new campaign captures the relevance of the
brand for a new generation.”
Said Steve Shiffman, Chief Executive
Officer, Calvin Klein, Inc., “The new advertising campaign represents a new
chapter in the iconic ck one franchise. The print and video creative
celebrates the legacy of the original campaign, embodying the diverse
individuality of today’s youth.”
Shot from
the perspective of a camera phone, the new ck one advertising campaign
illustrates the modern practice of using digital identities to connect with
others and to convey individuality. The television campaign makes a private
world public by following the evolving stories of the cast as they find ways to
express themselves digitally. The print campaign features the outcome of this
self-exploration through a collage of self-portraits.
The
digital strategy for this launch will focus on global Snapchat – the first time
the brand has used this platform – and Tumblr accounts, through which
consumers will discover the ck one campaign talent via content that features a
journey of self-exploration from the cast on set of the advertising campaign
shoot. On Tumblr, a dedicated blog will live at ckmeforme.tumblr.com where
hundreds of digital assets from the shoot will be aggregated with the #ckmeforme
hash tag alongside discovered content from other communities in line with
the ck one point of view.
Calvin Klein, Inc., a wholly owned subsidiary of
PVH Corp. [NYSE: PVH], is one of the leading fashion design and marketing studios in the world. It designs and markets
women’s and men’s designer collection apparel and a range of other products
that are manufactured and marketed through an extensive network of licensing
agreements and other arrangements worldwide. Product lines under the various Calvin
Klein brands include women’s dresses and suits, men's dress furnishings and
tailored clothing, men’s and women's sportswear and bridge and collection
apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women’s
performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches,
outerwear, handbags, small leather goods, and home furnishings (including
furniture). For more information, please visit calvinklein.com.
Coty [NYSE: COTY] is a
leading global beauty company with net revenues of $4.6 billion for the fiscal
year ended June 30, 2013. Founded in Paris in 1904, Coty is a pure play beauty
company with a portfolio of well-known fragrances, color cosmetics and skin &
body care products sold in over 130 countries and territories. Coty's product
offerings include such global brands as adidas, Calvin Klein, Chloe,
Davidoff, Marc Jacobs, OPI, philosophy, Playboy, Rimmel and Sally Hansen. For
additional information about Coty Inc., please visit coty.com.
###
EDITORIAL
CREDIT: ck one
IMAGE CREDIT: © 2014 Mario
Sorrenti
TELEVISION
COMMERCIAL AVAILABLE HERE: http://youtu.be/pn7cyNr-qk0
SOCIAL MEDIA: facebook.com/calvinklein;
calvinklein.tumblr.com; google.com/+calvinklein;
youtube.com/calvinklein;
twitter.com/calvinklein; instagram.com/calvinklein;
#ckmeforme
@calvinklein
CONTACTS:
Calvin Klein,
Inc.
Coty Inc.
Malcolm
Carfrae
Ashley Barrett
EVP & Chief
Communications
Officer
VP, Global Public Relations
212 292 9799 / malcolmcarfrae@ck.com
212 389 7118 / ashley_barrett@cotyinc.com
Jennifer
Crawford
Natalia Sanchez
SVP, Corporate
Communications
Director, Global Public Relations
212 292 9795/jennifercrawford@ck.com
212 389 6840 / natalia_sanchez@cotyinc.com