Calvin Klein is taking sex appeal to the next level to promote #mycalvins. They have always maintained a sexy image, but in recent months the brand has become front and center with ads modeled by today’s hottest celebrities such as Justin Bieber and Kendall Jenner.
Calvin Klein however, has decided to move things along and spice up how they market their products.
The #mycalvins campaign is sizzling hot with a caption box alongside one of five Calvin Klein Jeans campaign images that reads, “Hahah a light threesome never hurt anyone ☺ ☺ ☺.” The image is in black and white and depicts two women draped next to a sleeping shirtless man, suggesting that they have been ‘caught’ just moments after the act.
The remaining four campaign images have their own ‘storyline’ to them as well. One in particular implies that a woman is in an open relationship and shows her texting a potential hookup, all while assuring him that her boyfriend is “cool” with her doing whatever she wants, when she wants.
Melisa Goldie, Calvin Klein Inc. chief marketing officer revealed to WWD, “Our past campaigns have been more image-driven and this one was about starting a conversation through provocation.”
“We saw a behavior happening out there — and not just [with] the younger generation. It’s really dating via digital. It’s authentic and true to how this consumer communicates,” Goldie continued. “We’re highlighting the truth about dating – the meet up, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.”
Calvin Klein is trying to keep the younger generations interested in their brand by relating to the hookup and online dating culture of today. Each campaign ad includes the tag line, “raw texts, real stories” that are “inspired by actual events and people.”
They have taken this groundbreaking ad and formatted for the digital scene. It will span 27 markets that include unconventional outdoor media such as large-format static LED screens and street furniture in cities such as Bangkok and Sāo Paulo.
The featured image, which depicts male models Reid Rohling and Ethan James Green, will stand on the brand’s signature billboard on Houston Street in SoHo on August 3. They will even be partnering with Tinder, and those images will go live in the fall. This will feature an in-app campaign that gives Tinder users the choice to swipe right or left. The content will also be promoted on Facebook, Instagram, Twitter, as well as YouTube, projecting a collective following of 20 million.
One aspect of the ad that can make consumers question Calvin Klein’s intent is that you can’t exactly see the jeans they are selling in the ad. To look at the full denim collection, customers will have to go to the brand’s site or Macy’s.
“The goal is always to sell product, but to be a relevant brand means that everyone needs to be talking about you and there has to be a conversation. Relevance is the driver of commerce. Sales are 100 percent as important as is driving a relevant conversation,” Goldie said.
When asked if she expects the ads to be controversial, Goldie responded,“No. I think the consumer expects that from us.”
Courtesy of Calvin Klein