Calvin Klein fragrances.
"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."
The campaign was conceived by consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc/s in-house advertising agency.
A digital initiative for CK One Shock will also be launched and integrated within www.ckone.com, the global hub for the CK One lifestyle campaign. The multi-prong CK One Shock campaign also features user generated content, mobile applications and a strong global social media component.
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|Title Annotation:||Marketing News|
|Publication:||Household & Personal Products Industry|
|Date:||Sep 1, 2011|
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