Top artists spice up Kohl’s teen-targeted marketing campaign
By DORIS HAJEWSKI
Kohl’s Corp. will launch its broadest-ever back-to-school marketing campaign using rock star Lenny Kravitz and other artists to link clothing with music.
The company’s ads will start earlier than ever, this month, with billboards going up July 14, followed by print ads July 20 and TV ads on July 27. Back-to-school merchandise is coming into stores this week.
“We felt there’s going to be so much excitement and buzz about this campaign, we wanted to get out a little earlier,” said Julie Gardner, executive vice president and chief marketing officer.
The ads, from the McCann-Erickson agency, carry the tagline: “Inspired by the Artists . . . worn by you.” In addition to Kravitz, the campaign features Avril Lavigne, Plain White T’s, The Red Jumpsuit Apparatus and Vanessa Carlton. Click here to read on…
Source: JSOnline
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