There's nothing quite as laughable as a superannuated brand's attempt to tap into a new generation. Calvin Klein, a label which had its heyday in the 1990s, is launching a new scent aimed at teens and twentysomethings who've grown up with texting, Myspace and blogs. The label's marketers have thought of everything.
The name of the iconic designer's new perfume — CK in2u — is supposed to represent the casual abbreviation of a text message or instant message chat. The bottle — made of white plastic and glass — was inspired by Apple's iPod. Calvin Klein, sold by its founder to a fashion conglomerate in 2002, is even tapping into the phenomenon of social networks such as Myspace and Facebook by inviting consumers into whatareyouin2.com, its very own online community.
Most priceless of all: Calvin Klein copywriters' notion of modern romance. No more smooth flesh by the seashore, the staple imagery for the brand's last hit scent. Love is electronic, now. "She likes how he blogs, her texts turn him on. It's intense. For right now." So inspiring, that we made an ad.