Britney Spears, Candie's and Kohl's team up for campaign

Candie's, which is sold exclusively at Kohl's department stores, is launching a spring marketing campaign featuring Britney Spears that includes print, online, direct mail, e-mail blasts, radio and outdoor billboards.

Iconix Brand Group Inc., which markets the Candie's brand, chose to partner with one print publication, US Weekly, to help launch the campaign, with almost 4 million full-size, limited edition, pull-out posters appearing exclusively in the magazine's April 15 issue.

"Britney is not your average girl, so we didn't want to do an average media buy,” said Dari Marder, CMO at Iconix Brand Group, in a statement. “We wanted to create an event with the debut of the campaign.”
 
Iconix plans on developing programs over the course of the year that will provide exclusive opportunities for Candie's consumers, she continued.

The campaign will be heavily integrated into Kohl's marketing vehicles, including circulars, in-store graphics, online, direct mail, e-mail blasts, radio integration and outdoor billboards. A television and print campaign will appear later this summer in fashion and lifestyle magazines for the back-to-school season.