Company Partners with the Two Musicians to Celebrate its 25th Birthday
NEW YORK, July 11 /PRNewswire/ -- In celebration of its 25th birthday this
fall, Candie's will be rolling out a new, "Vintage" advertising campaign
featuring rock legend, Pat Benatar and rock princess and MTV star, Cheyenne
Kimball. The iconic female rocker and fresh-faced rock princess will appear
together in a television and print advertising campaign to launch a special
collection of Vintage Candie's apparel, footwear and accessories which will be
available exclusively at Kohl's stores nationwide in mid-July. This is the
first endorsement deal for both artists. The print campaign will break in
September issues of fashion and entertainment magazines and the television
commercial will debut in mid-July on national and cable networks.
(Photo: http://www.newscom.com/cgi-bin/prnh/20060711/NYTU052 )
The concept behind the Vintage campaign was to bring together an iconic
80's rocker with a new fresh face on the music scene. Pat represents the
early 80's (Candie's was "born" in 1981), where Cheyenne represents the new
Candie's, (she was born in 1990) and these two artists combined represent
Candie's like no other can. The dynamics of these artists together captures
the true meaning of Candie's ... fun, flirty and irreverent. The two stars
share some MTV common ground, Pat Benatar's video, "You Better Run" was the
second music video ever played on MTV in 1981, and today, Cheyenne has her own
reality show on the famous music network.
Enthusiastic about commenting on her first ever endorsement deal, Pat
Benatar reminisced about wearing Candie's, "I remember wearing Candie's when I
was younger, everyone loved the shoes and clothes and I really liked the
component of bringing music into the campaign. We are two female vocalists,
one just starting out and one that has been around forever," laughed Benatar.
"I liked the concept of bridging the age gap for the Vintage collection, it's
a great idea."
Commenting on working with Pat Benatar, Cheyenne added, "It was crazy! I
was like 'Wow' what an amazing opportunity to work with her, I mean she is Pat
Benatar! And I love the song, 'Heartbreaker' and I think it's so cool.
Candie's is turning 25 and I love their new Vintage collection which is
inspired by the 80's. I love all the stuff!"
The creative for the Vintage television campaign features Pat on stage
singing her hit song, "Heartbreaker" and Cheyenne joins her midway through the
song and they rock out together! The print campaign will reflect the same
creative and both ladies are wearing Vintage Candie's apparel and accessories.
On another synergistic note, Candie's is launching a fragrance this fall,
Neil Cole, CEO, Iconix added, "Pairing these two stars together is an
innovative idea that powerfully demonstrates the broad reach and appeal of the
Candie's brand. With 25 years of exciting fashion and advertising, Candie's
is a rare brand that transcends any particular demographic and appeals to
women of Pat Benatar's generation as well as today's teens that admire
Cheyenne. Candie's has a rich heritage of supporting free spirited female
rockers and we are proud to call both Pat and Cheyenne the newest 'Candie's
Girls'. Having a campaign like this is ideal for our exclusive partnership
with Kohl's Department Stores."
Kevin Mansell, Kohl's President stated, "We are extremely pleased with
customer response to the Candie's brand. We are confident that the uniqueness
of the latest celebrity-driven marketing program, combined with great fashion,
category expansions and in-store graphics will continue to resonate with young
shoppers and further differentiate and position Kohl's as a back-to-school
Commenting on the choice of celebrities to appear in the campaign, Dari
Marder, Creative Director, Iconix, stated, "We could not think of a better way
to celebrate our 25th birthday than with a special limited edition of Vintage
Candie's and using these two fabulous musicians. Pat is an icon of the 80's,
she won a Grammy for best female vocalist in 1980 for 'Hit Me With Your Best
Shot' and Cheyenne is all over MTV with her new reality show, 'Cheyenne' and
her album debuts tomorrow. She is going to be a huge star. As we launch our
Heartbreaker fragrance, our hope is that women everywhere will be singing
along with Pat and Cheyenne to Pat's classic hit song."
Over the years, celebrities that have worn Candie's include: Beyonce,
Mariah Carey, Sarah Jessica Parker, Jennifer Aniston, Ashlee Simpson, Carmen
Electra, Alyssa Milano, Courtney Cox, Jewel, Kelly Clarkson, and many others.
The campaign was shot by Moshe Brakha at The Lot Studios in West Hollywood
and created by the Iconix in-house marketing team. Cheyenne will make several
public appearances on behalf of the brand. The Vintage Candie's collections
of apparel, footwear, outerwear and accessories will be available exclusively
at Kohl's stores nationwide in mid July. In the coming months, Pat and
Cheyenne will be integrated into Kohl's Fall marketing plan.
Pat Benatar kicked off a national summer tour in June and Cheyenne's debut
album, "The Day Has Come" will be in stores on July 11th.
About Iconix Brand
Iconix Brand Group Inc., (Nasdaq: ICON) owns, licenses and markets a
growing portfolio of consumer brands including CANDIE'S (R), BONGO (R),
BADGLEY MISCHKA (R), JOE BOXER (R) RAMPAGE (R) and MUDD (R). The Company's
brands touch every major segment of retail distribution from the luxury market
to the mass market. Iconix, through its in-house advertising agency,
advertises and markets its brands to continually drive greater consumer
awareness and loyalty and licenses its brands to a network of leading
retailers and manufacturers.
Based in Menomonee Falls, Wis., Kohl's Corporation (NYSE: KSS) is a
family-focused, value-oriented specialty department store offering moderately
priced, exclusive and national brand apparel, shoes, accessories, beauty and
home products in an exciting shopping environment. Kohl's operates 749 stores
in 43 states. For a list of store locations and information, or for the added
convenience of shopping online, visit Kohl's Web site at http://www.kohls.com.
Director of Public Relations
Vice President, Public Relations
SOURCE Iconix Brand Group Inc.
/CONTACT: Maria Dolgetta, Director of Public Relations of Iconix Brand
Group Inc., +1-212-819-2084, firstname.lastname@example.org; or Vicki Shamion, Vice
President, Public Relations, of Kohl's Corporation, +1-262-703-1464/
/Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20060711/NYTU052
AP Archive: http://photoarchive.ap.org
AP PhotoExpress Network: PRN2
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/Web site: http://iconixbrand.com
CO: Iconix Brand Group Inc.; Candie's; Kohl's Corporation
ST: New York
IN: FAS REA ENT MUS ADV
-- NYTU052 --
2490 07/11/2006 08:30 EDT http://www.prnewswire.com