CALVIN KLEIN continues their tagline across the portfolio with two campaigns White Label & Underwear


BY KENNETH RICHARD

One of the most difficult aspects of brand management is navigating size especially when your brand is as large and diverse as that of Calvin Klein.

When they launched their spring 2016 campaign that focused on the core offering, and dropped the words “jeans,” many marketing professionals wondered out loud how that would translate across the brand architecture of their underwear, White Label, and Collection businesses. It would appear that Melisa Goldie, Calvin Klein CMO, and team had an answer in a holistic campaign that focused on but one thing: #mycalvins.

The campaign is unified, and whether you are a critic of the images or not, you have to admire the big picture thinking and marketing strategy behind aligning all their divisions to maximize the message. And that is ultimately what a brand and a CMO are  all about.

Agency | CRK In-House
Photographer | Gregory Harris
Models | Julia Van Os & Wouter Peelen


Agency | CRK In-House
Photographer | Harley Weir
Models | Kendall Jenner, Abbey Lee Kershaw & Klara Kristin