MOSSIMO LABEL DEBUTS IN CANADA
By Adnews Staff
A multimedia advertising campaign will promote the introduction of fashion designer Mossimo Giannulli's product line to Canada. Two clothing collections as well as a collection of home fashions and accessories are being sold exclusively at Zellers stores. The Mossimo Black Label collection is a line of office wear, while the Mossimo Red Label collection consists of denim and sports designs. Mossimo for the home includes bed and bath products in two themes: Loft and China Sea. The ad campaign's creative features fashions from the collections along with the tagline "Get it @ Zellers." Theatre slides began running late last month, followed by the opening of the <http://www.mossimo.ca> Web site, circular drops, transit advertising and a campaign at Toronto's Union station. Television ads with items from the collections presented by the designer will break on March 23 during the broadcast of the Academy Awards. A magazine campaign will begin the week of April 1. Advertising for Zellers is handled by Leo Burnett. Public relations are handled by Harbinger. Both agencies are based in Toronto.