Iconix Brand to launch step forward advertising campaign
30 Jun '06
3 min read
Iconix Brand Group Inc announced it will launch a breakthrough advertising campaign for its Mudd brand targeted to the teen market, dubbed "Mudd Girls Move the World" this Fall 2006 in magazines and on the internet.
The campaign features real life young women chosen from top U.S. markets based on their inner beauty and aspiration to improve their communities and make a difference in the world.
The campaign serves as a "call to action" for girls to get involved in their own communities and start a network of service to inspire others.
To launch the effort, Mudd will distribute six donations of $5,000 each to the six real life girls featured in the campaign, who in turn have chosen a number of charities and causes that specifically relate to something that has touched their lives.
Each image in the print campaign features one of the real life girls in Mudd clothing and accessories, her story and a quote that expresses her personal aspiration to make a difference in the world. Among them is 15-year- old Hurricane Katrina survivor Jerell, whose copy reads, "This fall, I will rebuild my city." She is donating her contribution from Mudd to help rebuild her hometown of New Orleans.
Another of the Mudd girls is Alandrea, a 17- year-old hip-hop artist who produced a dance performance with the funds from the campaign to raise more than $8,000 for the Polaris Project, which supports victims of human trafficking and modern-day slavery. Her message for the campaign is "This fall, I will set someone free."
marketing@alchempro.com
