25 February 2011

The new CK One launch video



Calvin Klein is launching its biggest ever global digital campaign to reposition its CK One unisex fragrance as a lifestyle brand.
The CK One campaign aims to bring Calvin Klein’s jeans, underwear and fragrance categories together into a unified concept and will feature an all-star cast of models, artists and performers including Dutch supermodel Lara Stone, Pixie Geldof and Alice Dellal.

This includes Calvin Klein Underwear that will replace it's popular CK365 range with a new CK One underwear range. We'll bring you more about this range, with special offers in later blog posts...

The campaign will integrate video, social media, outdoor, smartphone apps and a dedicated website which will act as a “hub” for all the activity.
Calvin Klein says interactive user-based experiences will be a key focus for the campaign and consumers will be encouraged to upload their own videos on the microsite, which will be positioned alongside videos of the cast.

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