Candie’s
Synopsis
At the beginning of 2012 Lea Michele was announced the star of the new Candie’s ad campaign, dubbed “Hanging at Home,” shot at a private mansion in Beverly Hills, Calif. The images showed her poolside, in the kitchen, in a bed with satin sheets and in a walk-in closet, wearing a new outfit and pair of shoes in each one.
“Candie’s is such an iconic brand and I am so happy to be working with them,” said Lea Michele. “The concept for the new Candie’s at Kohl’s campaign is about enjoying being at home, feeling relaxed, comfortable and happy,” continued Lea Michele.
Commenting on past Candie’s campaigns, Lea Michele stated, “Britney Spears is definitely my favorite past Candie’s girl, her campaigns were gorgeous.”
Dari Marder, chief marketing officer, Iconix Brand Group stated, “Everyone is obsessed with Glee, especially Lea Michele and so are we. We are thrilled to announce Lea as the face of Candie’s for 2012.”
The multi-media campaign debuted in March issues of fashion and lifestyle magazines such as Seventeen, Teen Vogue and Cosmopolitan, as well as online, outdoor and in Kohl’s marketing vehicles.
Julie Gardner, Kohl’s executive vice president and chief marketing officer, stated, “Lea Michele is a recognizable star and relevant in today’s pop culture. We are excited to announce her as the new Candie’s girl and confident she will resonate with our young shoppers who want great style at a great value.”
In July Candie’s has unveiled their new Fall 2012 campaign featuring “Glee” star Lea Michele. Their newest marketing campaign is titled, “You’re the One.” It is set to the iconic song, Love is Strange, by American R & B duo, Mickey & Sylvia.
The commercial debuted in mid-July on networks nationwide, and the print ads debuted in August issues of fashion and lifestyle magazines, as well as online, outdoor and in Kohl’s marketing vehicles. The 2012 project was developed by Iconix in-house marketing team and shot at Paramount Studios in Los Angeles, California by Yu Tsai with Chris Applebaum directing the television commercial.
This year’s campaign was the second season in which Michele has partned with Candies. Michele commented on the project saying, “The idea behind the commercial is very cute–I’m walking down the street, pass by a Kohl’s store and this amazing pair of Candie’s shoes in the window catch my eye. Well, there just so happens to be a stock boy working in the window, and while I’m staring at the shoes, falling in love with them, he thinks I’m looking and falling in love with him, but girls love their shoes so….”
Dari Marder, chief marketing officer or Iconix Brands, echoed Michele’s positive statements on the campaign by saying, “Lea has been and continues to be a wonderful partner for Candie’s. Our Candie’s consumers, who are already huge fans of Lea’s, are going to love this flirty television commercial.”
Julie Gardner, Kohl’s executive vice president and chief marketing officer, stated,“The ads featuring Lea and the Candie’s brand represent today’s pop culture. We feel the multi-media marketing campaign will showcase the on-trend styles available only at Kohl’s stores nationwide and Kohls.com. Young shoppers will be delighted to find the season’s hot styles, all at an incredible value.”
In October, Candie‘s new beauty products was launched. The label introduced a variety of fruity-floral offerings–including perfume, nail polish and skin care. Lea Michele was at the Candie’s Virtual Pop-Up Shop in LA to celebrate the launch of the new products and fans were able to meet her, get signed posters and take pictures with Lea.
Lea also did a chat with fans online and #Lea4Candies was #1 Worldwide Trend Topic on October 13th.
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