KOHL S CORP : Candie's Introduces Hayden Panettiere in Its Upcoming Back to School Marketing Campaign
07/16/2008| 09:00am US/Eastern
NEW YORK, July 16 /PRNewswire-FirstCall/ -- Iconix Brand Group, Inc.
(Nasdaq: ICON) (the "Company") announced today that Hayden Panettiere will
star in the Company's junior brand, Candie's(R), back to school 2008
television, print and online advertising campaign. Hayden, who is known as an
award-winning actress, activist and star of NBC's hit television series,
"Heroes" can now add recording artist to her resume. Following last year's
hugely successful integrated marketing campaign with Grammy-award winning
artist Fergie, the new fall Candie's television commercial will be a direct
lift from Panettiere's first ever music video "Wake Up Call." This is
Panettiere's second season with the brand.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080716/NYW039 )
Panettiere's music video "Wake Up Call" was styled exclusively by Candie's
apparel, footwear and accessories, available only at Kohl's Department Stores
Hayden Panettiere stated, "The concept of my video is to give a guy who
doesn't treat his girlfriend well a wake up call and show him all the
different aspects of a woman's personality. Candie's is the perfect fit
because their styles are diverse and benefit the video as they show off all of
the different sides of my character in the video."
To coincide with the television, a print campaign will feature Panettiere
in a variety of sexy and sweet vignettes as she playfully poses with a piano,
behind a beaded curtain and in a club-like setting among others. The "Wake Up
Call" video and the Candie's commercial were shot in Los Angeles by famed
music video director Chris Applebaum and the print campaign was shot by
fashion photographer Giuliano Bekor and created by the Iconix in-house
Dari Marder, Chief Marketing Officer, Candie's, commented, "We are
thrilled to continue our partnership with Hayden and collaborate with her
during this exciting time in her career as she debuts "Wake Up Call". Hayden
is the ideal Candie's girl, she is what Hollywood calls a triple threat as she
currently has a successful television and film career and is now poised to
become a powerful recording artist. Once again, we are able to partner our
Candie's brand with pop culture to connect to our consumer."
Julie Gardner, executive vice president and chief marketing officer,
Kohl's Department Stores said, "We are excited about Hayden's role in the
upcoming 2008 Kohl's back to school multimedia campaign which focuses on the
dynamic convergence between fashion, music and pop culture. She truly
embodies the Candie's brand, available only at Kohl's, and we are confident
that she will resonate with our shoppers."
The campaign will be unveiled in September issues of fashion,
entertainment and lifestyle magazines and the commercial will debut on MTV
later this summer. Kohl's also will incorporate the Candie's campaign into
their back to school creative.
Fans can listen to Hayden's first single, "Wake Up Call" exclusively at
www.candies.com and www.kohls.com/inspire (streaming only) beginning July 17.
The single will be available for download on iTunes beginning August 5. The
single is being released by Hollywood Records.
Hayden Panettiere will be continuing her role as the spokesperson for the
popular junior brand through the holiday season.
About Iconix Brand Group, Inc.
Iconix Brand Group Inc. (Nasdaq: ICON) owns, licenses and markets a
growing portfolio of consumer brands including CANDIE'S (R), BONGO (R),
BADGLEY MISCHKA (R), JOE BOXER (R) RAMPAGE (R) MUDD (R), LONDON FOG (R),
MOSSIMO (R) OCEAN PACIFIC(R), DANSKIN (R) ROCA WEAR(R), CANNON (R), ROYAL
VELVET (R), FIELDCREST (R), CHARISMA (R) and STARTER (R). The Company licenses
it brands to a network of leading retailers and manufacturers that touch every
major segment of retail distribution from the luxury market to the mass market
in both the U.S. and around the world. Iconix, through its in-house
advertising, promotion and public relations agency, markets its brands to
continually drive greater consumer awareness and equity.
Kohl's Department Stores
Based in Menomonee Falls, Wis., Kohl's (NYSE: KSS) is a family-focused,
value-oriented specialty department store offering moderately priced,
exclusive and national brand apparel, shoes, accessories, beauty and home
products in an exciting shopping environment. Kohl's operates 957 stores in 47
states and will celebrate the opening of its 1,000th store in the fall. A
company committed to the communities it serves, Kohl's has raised more than
$102 million for children's initiatives nationwide through its Kohl's Cares
for Kids(R) philanthropic program. For a list of store locations and
information, or for the added convenience of shopping online, visit
Iconix Brand Group, Inc.
Public Relations Manager
Vice President Public Relations
SOURCE Iconix Brand Group, Inc.