Iconix Brand Group has unveiled its spring 2011 multi-media advertising and marketing campaign featuring actress Vanessa Hudgens for its junior brand, Candie’s.
Vanessa Hudgens is an award-winning actress and recording artist known for her starring role in the High School Musical movie series. Hudgens is following the Candie’s campaigns with superstar Britney Spears.
Candie’s is sold exclusively at Kohl’s Department Stores in the U.S. and Kohls.com.
“Ever since I saw Fergie do the ads for Candie’s, I fell in love. It’s such an honor to be a Candie’s girl,” commented Vanessa Hudgens. She added, “We had a blast shooting the campaign, one of my favorite sets was using the diner countertop as a runway, it’s definitely not every day I get to do that.”
The campaign was shot at the Pink Motel in Sun Valley, CA by fashion photographer Tony Duran. In classic Candie’s style, Hudgens poses playfully in the motel’s diner dancing on the counter, outside with a neon sign holding balloons and in one of the motel’s rooms having a pillow fight. The marketing campaign was created by the Iconix in-house marketing team.
Dari Marder, chief marketing officer, Iconix Brand Group, stated, “Candie’s enjoyed a fantastic partnership with Britney Spears these past two years and for 2011, we proudly introduce our newest Candie’s girl, Vanessa Hudgens, ushered in by none other than Britney herself. The campaign creative was inspired by Twitter with Vanessa offering fans behind the scenes-like photos and sound bites about each shot.”
The campaign will debut in March issues of fashion and lifestyle magazines such as Seventeen, Teen Vogue and Cosmopolitan and Kohl’s marketing vehicles such as outdoor billboards, in-store graphics, tab, online and direct mail.
Julie Gardner, Kohl’s executive vice president and chief marketing officer, stated, “Vanessa Hudgens is relevant in today’s pop culture and a style icon. We are very excited to feature her in our spring Candie’s campaign and are confident she will resonate with our young shoppers who want great style at a great value.”
Hudgens will make personal appearances on behalf of Candie’s as well as attend a launch party for the brand. She will star in the upcoming films Beastly and Sucker Punch this spring.
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