Iconix gets Britney Spears to promote junior brands
By Audience Matters News Desk
Friday, February 19, 2010
 Iconix Brand Group Inc, a brand licensing and merchandising company has unveiled its spring 2010 marketing campaign for its junior brand, Candie's. The campaign entitled, "Britney Spears Through The Lens," showcases Spears’ photographs taken by photographers Annie Leibovitz, Mark Seliger and Terry Richardson.
As per the campaign, a series of photographs of Spears as seen through the lens of each photographer will debut with a four-page insert in the April issue of Seventeen Magazine as well as online at candies.com and Kohls.com. Iconix products will solely be available at Kohl's department stores and Kohls.com.
The ‘Britney Spears Through The Lens’ campaign will also be seen across various fashion magazines, outdoor billboards, in-store, circulars, online and direct mail.
The Candie's only at Kohl's marketing campaign was created by the Iconix in-house marketing team in partnership with Leibovitz, Seliger and Richardson.
The photographs features Spears against an industrial backdrop, on a plain white set with colorful props, and against created elaborate sets. At first set was a French burlesque inspired pink dressing room and the second was a custom designed pink Harley-Davidson motorcycle against a perfect blue sky and green grass background.
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