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Candie’s & Lea Michele Fall 2012 Campaign Launch
Candie’s has unveiled their new Fall 2012 campaign today featuring “Glee” star Lea Michele. Their newest marketing campaign is titled, “You’re the One.” It is set to the iconic song, Love is Strange, by American R & B duo, Mickey & Sylvia.
The commercial will debut in mid-July on networks nationwide, and the print ads will debut in August issues of fashion and lifestyle magazines, as well as online, outdoor and in Kohl’s marketing vehicles. The 2012 project was developed by Iconix in-house marketing team and shot at Paramount Studios in Los Angeles, California by Yu Tsai with Chris Applebaum directing the television commercial.
This year’s campaign is the second season in which Michele will partner with Candies. Michele commented on the project saying,
“The idea behind the commercial is very cute–I’m walking down the street, pass by a Kohl’s store and this amazing pair of Candie’s shoes in the window catch my eye. Well, there just so happens to be a stock boy working in the window, and while I’m staring at the shoes, falling in love with them, he thinks I’m looking and falling in love with him, but girls love their shoes so….”
Dari Marder, chief marketing officer or Iconix Brands, echoed Michele’s positive statements on the campaign by saying,
Lea has been and continues to be a wonderful partner for Candie’s. Our Candie’s consumers, who are already huge fans of Lea’s, are going to love this flirty television commercial.”
Best known for her role as Rachel Berry on the Golden Globe Award winning television series, “GLEE”, Lea Michele has also received the People’s Choice Award for Favorite TV Comedy Actress and the Screen Actors Guild Award for Best Actress in a Series, Comedy or Musical and has also received Golden Globe, Emmy, and Teen Choice Award nominations.
Julie Gardner, Kohl’s executive vice president and chief marketing officer, stated,
“The ads featuring Lea and the Candie’s brand represent today’s pop culture. We feel the multi-media marketing campaign will showcase the on-trend styles available only at Kohl’s stores nationwide and Kohls.com. Young shoppers will be delighted to find the season’s hot styles, all at an incredible value.”
You can see the images from the print ads below or get more information about the Candies line at Kohl’s by visiting the official website here!