ON: Calvin Klein & in2U

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Brand Troubles

ON: Calvin Klein & in2U

By Joanna Peña-Bickley

April 8, 2007

2 min read

Today, I was making a list of this years worst brand launches. I stumbled upon Calvin Klein's IN2U. What occurred to me is that if CK had done their homework on this audience, it would have realized that their teenage angst would backfire on the brand before it hit the shelves. I start with the ad of 2 models as opposed to real people. Their target wants their place in the sun... their 15 MB of fame.

Aside from the obvious mis-steps such as the use of IM vernacular the new site for Calvin Klein's CKin2U perfume as pointed out by
Adland, does
anyone else look at this visual of a guy pressing up against a girl and think "Gee those two are representative of our "technosexual" generation". I think not!

The site is not very deep, nor is it rich... So why use flash if not for a level of rich media? Where is the content? Hopefully when they launch this site it will give us some meat so that I would want to use the "send to a friend" feature.

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Tagged: Calvin Klein · Calvin Klein 2.0 · calvin klein in2u · CK in2u · digital marketing · Gothamist · IN2U · New York Times · NY Times · Web 2.0 · youth marketing

Comments

Alexander

April 8, 2007 at 7:51 pm

In Germany, CK IN2U might in fact be the worst brand launch 2007: They tried to fake their way into the blogosphere, using five fictitious figures in the 18 to 25 demographic with blogs, MySpace, Flickr, YouTube accounts etc. Gradually those figures meet, buzz about the new fragrance, break each others’ hearts — and leave heaps of commentary spam on other blogs. Of course, they are found out. And now German bloggers are plotting revenge by sending out invoices for the CK marketing spam.

Alexander

April 8, 2007 at 7:51 pm

Alexander

April 8, 2007 at 7:51 pm