Calvin Klein Fragrances Launches New Global Advertising Campaign for New ck one shock FragranceBy Calvin Klein Inc., PRNE
Wednesday, August 3, 2011
NEW YORK, August 4, 2011 -
Introduction of ck one shock Marks First Non-Shared Fragrances in ck one Portfolio
- With Photos
Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH] announced that Calvin Klein Fragrances, a unit of Coty Prestige, today unveiled the worldwide Fall 2011 advertising campaign for ck one shock. The addictive skin scents for her and him mark the first non-shared fragrances in the ck one portfolio, capturing the individual gender identity that represents youth culture today.
The ck one shock campaign continues the visual momentum of the ck one lifestyle campaign - which debuted worldwide in February 2011 - and evolves the fragrance franchise’s rebellious edge and introduced the brand’s complementary additions of jeanswear, underwear, and swimwear. That campaign portrayed the authenticity and individuality that empowers the millennial generation, focused on expressions of masculinity and femininity. The ck one shock campaign will debut this week in the UK and roll-out around the world beginning in August 2011.
“ck one has maintained its status as an iconic global brand, and the original shared fragrance, since it first launched in 1994,” said Catherine Walsh, Senior Vice President of American Fragrances, Coty Prestige. “With the introduction of ck one shock we address the need of today’s consumer to define their individuality while maintaining the core equities of the ck one franchise — authenticity and accessibility. ck one shock is for the times when you simply do not want to share.”
Said Tom Murry, President & CEO, Calvin Klein, Inc., “The introduction of the new dual gender ck one shock fragrance provides a compelling and impactful new chapter for the iconic ck one franchise.”
The dynamic creative in both the print and television spots exerts a sexual, voyeuristic energy set in the theme of a nighttime dance party.
The campaign was conceived by consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc.’s in-house advertising agency. The campaign was filmed during a one day shoot in New York City by renowned fashion photographer Steven Meisel, who also directed both the original campaign for the launch of the ck one fragrance in 1994 and the new ck one lifestyle campaign this year.
An exciting digital initiative for ck one shock will also be launched and integrated within ckone.com, the global hub for the ck one lifestyle campaign. The multi-prong ck one shock campaign is an extension of the ck one lifestyle campaign that was introduced for Spring 2011 and features user generated content, mobile applications (iPhone, Android, and Symbian) with integrated Augmented Reality (AR) programs, and a strong global social media component. The digital campaign will be introduced around the world with a roll-out that begins on August 15th.
Members of the distinctive cast express their own unique style and point of view, in classic ck one style. All of the talent is also featured in the Fall 2011 ck one lifestyle campaign, including: Dutch supermodel Lara Stone - who is also featured in the Fall 2011 advertising campaigns for Calvin Klein Collection, ck Calvin Klein, ck one Jeans, and Calvin Klein Underwear; Brazilian model/drummer/dj Alice Dellal; American singer/songwriter Sky Ferreira; British model/songwriter Ruby Aldridge; Chinese supermodel Wang Xiao; Tanzanian model Herieth Paul; British boxing champion/Olympic hopeful Robert Evans; British model Aaron Frew; Russian model/rapper Yuri Pleskun; American musician Ian Mellencamp; Swedish artist Viggo Janason; and Japanese student/singer Tomo Aki Kurata.
Calvin Klein, Inc. 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. Brands/lifestyles include Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans, and Calvin Klein Underwear. Product lines under the various Calvin Klein brands include apparel, accessories, shoes, sleepwear, hosiery, socks, swimwear, belts, eyewear, watches, jewelry, coats, suits, fragrances, and cosmetics, as well as products for the home. For more information, visit calvinklein.com.
Coty was created in Paris in 1904 by Francois Coty who is credited with founding the modern fragrance industry. Today, Coty Inc. is a recognized leader in global beauty with annual net sales of nearly $4 billion. Driven by an entrepreneurial spirit, passion, innovation and creativity, Coty Inc. has developed an unrivaled portfolio of notable brands and delivers its innovative products to consumers in 90 markets worldwide. The Coty Prestige brand portfolio is distributed in prestige and ultra-prestige stores and includes Balenciaga, Bottega Veneta, Calvin Klein, Cerruti, Chloé, Chopard, Davidoff, Jennifer Lopez, Jil Sander, JOOP!, Karl Lagerfeld, Kenneth Cole, L.A.M.B. fragrance by Gwen Stefani, La Voce by Reneée Fleming , Lancaster, Marc Jacobs, Nikos, philosophy, Sarah Jessica Parker, Vera Wang, Vivienne Westwood and Wolfgang Joop. The Coty Beauty brand portfolio is more widely distributed and includes adidas, ASTOR, Baby Phat, Beyoncé Knowles, Celine Dion, Chupa Chups, David and Victoria Beckham, Esprit, Exclamation, Faith Hill, GUESS?, Halle Berry, Jovan, Kate Moss, Kylie Minogue, La Cross, Lady Gaga, Manhattan, Manhattan Clearface, Miss Sporty, Nautica, N.Y.C. New York Color, Nicole by OPI, OPI, Pierre Cardin¹, Playboy, Rimmel, Sally Hansen, Stetson, Tim McGraw, TJoy and Tonino Lamborghini. Coty and Puig Fashion and Beauty S.L. have a strategic partnership for the distribution of the perfume lines of Antonio Banderas, Carolina Herrera, Nina Ricci, Prada, Paco Rabanne and Shakira in the United States and Canada.
EDITORIAL CREDIT: ck one shock
IMAGE & COMMERCIAL CREDIT: © 2011 Steven Meisel
ck one shock VIDEO - TO VIEW:
ck one shock VIDEO - TO EMBED:
<iframe width=”425″ height=”349″ src=”www.youtube.com/embed/PXoHNCQrFJM” frameborder=”0″ allowfullscreen></iframe>
Note to Editors:
Pictures accompanying this release are available through the PA Photowire. They can be downloaded from www.pa-mediapoint.press.net or viewed at www.mediapoint.press.net or www.prnewswire.co.uk.
CONTACTS: Calvin Klein, Inc., Malcolm Carfrae, Executive Vice President, Global Communications, +1-212-292-9799, malcolmcarfrae at ck.com; Coty Prestige, Ashley Barrett,
Vice President - Global PR, Calvin Klein Fragrances,
+1-212-389-7118, ashley_barrett at cotyinc.com; Jennifer Crawford, Vice President, Corporate Communications, +1-212-292-9795, jennifercrawford at ck.com
Tags: August 4, Calvin Klein Inc., New York