Candie’s is kicking off a multi-media partnership featuring Hilary Duff for its new junior brand at Kohl’s stores.
The campaign will launch July 18 with a commercial starring Duff as a mysterious shopper who pulls into a Kohl’s store and jumps out of a limo in baggy clothes in search of the perfect outfit. After a hectic shopping spree, Duff emerges outfitted in Candie’s products, with bodyguards and shopping bags in tow.
Candie’s tapped Duff to promote the brand as part of a new campaign for its junior brand, which will debut exclusively at Kohl’s 670 department stores. (Xtra June 30)
To kick off the campaign, Duff debuted her new Candie’s commercial to fans on Tuesday, the opening night of her summer arena tour “Still Most Wanted” at the Greek Theater in Los Angeles.
Kohl’s stores are bringing the fun to consumers, offering a shopping party nationwide in August that will include consumer prizes, autographed CDs and posters. The retailer will further support the campaign with an online sweepstakes. Consumers who log on to Kohls.com between July 19 and August 5 can enter to win a chance to see Duff in concert in New York City and meet her backstage with three friends. The sweepstakes will award 10 grand prizes. Internet materials support.
As part of its in-store promotions, Kohl’s will offer a Candies BTS sweepstakes touting a grand prize of a customized Candie’s pink VW Beetle convertible. The scratch-and-win game let consumers scratch a window to reveal a prize message. The game runs July 28 through Aug. 27.
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