PURCHASE, N.Y., June 29 /PRNewswire/ -- Candie's (Nasdaq: CANDE - news) has partnered with WB prime-time star Alyssa Milano to launch a sexy new television and print campaign introducing the company's first fragrances for men and women. The ten million-dollar campaign will break this fall on network and cable television and in national magazines. Milano will also appear in a second campaign this fall to introduce Candie's jeanswear and accessories.
It is the first such endorsement for the actress who's role on ABC's long running comedy ``Who's the Boss'' catapulted her to stardom. After two seasons on the hit Fox show, ``Melrose Place,'' Milano currently stars in the WB series ``Charmed,'' the second highest rated program on the #1 teen network. According to Alyssa Milano, ``I'm thrilled to be associated with this brand. Candie's advertising has always been very young, sexy and cutting edge. So this was something I didn't have to think too hard about doing.''
According to Neil Katz, President of Candie's Cosmetics, ``This is a sexy and irreverent campaign designed to appeal to generation Y and stand apart from the cliche images of models in romantic settings that has become a formula in fragrance advertising. What we have created is very exciting and truly unique.''
According to Neil Cole, Chairman and CEO of Candie's, Inc., ``Alyssa is the ideal person to reach generation Y. She's young, sexy and the star of one of the most popular teen series on television. As we extend our brand into new categories like fragrance and jeanswear, it is exciting to have such a strong spokesperson.''
The campaign was created by Long Island based InMarketing in conjunction with Candie's in-house advertising agency. The ads were directed and photographed by Moshe Brakha. The campaign features Alyssa with a sexy male co-star in some surprisingly intimate and playful moments set to the music of Roy Orbison's classic song ``Candy Man.'' The Orbison music will also be featured in a corresponding radio campaign.
The ads will break this August on the WB network as well as MTV, VH-l and E!, and on spot television in major markets. The print ads will break in the September issues of fashion and entertainment magazines including Vogue, Elle, Cosmopolitan, GQ, Details, Rolling Stone, Maxim, Seventeen, Teen People, Mademoiselle, Jane, In Style and Vibe.
The fragrance introduction will consist of dual scents, one for men and one for women, available at better department stores nationwide in August. The advertising will be complemented by several unique promotions including his and her watches as a gift-with-purchase, and scented tattoos for sampling.
Candie's, Inc. is a leading designer and marketer of young women's footwear, apparel and accessories. The company distributes its products to better department and specialty stores nationwide as well as to a growing number of international territories. In addition to its flagship brand, Candie's also markets products under the Bongo label as well as retailers' private labels.