Iconix Brand Group Inc recently announced its exclusive partnership with 3x Grammy award-winning artist, Fergie for its Candie's brand fall '07 television, print and online advertising campaign.
The junior brand, available exclusively at Kohl's Department Stores, styled her current music video "Big Girl Don't Cry," which features Candie's apparel, footwear, jewelry, sleepwear, hats and bedding.
The Candie's television commercial is a direct cut from the "Big Girls Don't Cry" music video and the print campaign will feature candid shots taken on set during the shoot.
This is the first time a junior fashion brand has extracted their campaign from a music video. "Big Girls Don't Cry" is in the top five on Billboard's Hot 100 chart and among the top 10 most played videos on MTV and VH-1.
Commenting on the partnership, Fergie stated, "Candie's is giving me creative input and they are allowing me to bring my touch to the campaign and I love that! The clothes are so wonderful and we are tying it all together, the commercial, the print ads and my video and I am really excited about it."
Dari Marder, Chief Marketing Officer, Iconix Brand Group Inc said, "This is a wonderful opportunity for Candie's to be able to lift our brand creative straight out of Fergie's hit video, "Big Girls Don't Cry." It further validates the Candie's brand as part of pop culture."
Julie Gardner, Kohl's Executive Vice President and Chief Marketing Officer, said, "The new Candie's advertising campaign marks a first for a junior fashion brand. The campaign is innovative and authentic and leverages the music video, which makes the brand more relevant to our junior shoppers."
marketing@alchempro.com
