CALVIN KLEIN LAUNCHING NEW CAMPAIGN
By Adnews Staff
Calvin Klein Inc. of New York will launch a North American campaign next month for its new fragrance, CK Be. It is the follow-up to the unisex fragrance CK One, which was released in 1994. The campaign coincides with the North American launch of CK Be. The campaign will include tattooed young adults wearing little clothing, similar to previous Klein campaigns. The ads were designed by Calvin Klein's in-house agency CRK Advertising in New York, which handles the majority of media buying in Canada. The Canadian campaign will use TV, radio, newspapers and fashion magazines. Print teaser ads have appeared this month, while the full campaign will be launched in September. Fraser added that Sears Canada Inc. will work with Calvin Klein on the radio ads and that Sears uses Prism Communications Ltd. of Toronto to buy the spots. The Canadian Klein office worked with Ticketmaster Canada Inc. on ads appearing on Ticketmaster tickets in Ontario in September, which were created in the New York office. Calvin Klein has a similar arrangement with The Hudson's Bay Company in which ads will be shown on the sides of two Bay stores for two nights in September in downtown Montreal and Toronto.