Kohl’s 2008 Back-To-School Marketing Campaign
Heroes star Hayden Panettiere is the newest actress on the block to dabble with recording.
Her debut single, “Wake Up Call” will be the soundtrack late this summer to television spots of Candie’s, a popular Kohl’s Department Store brand. The music video itself will be used in the commercials. She will also be modeling Candie’s clothing, both for print and online ads.
But the Candie’s campaign only scratches the surface of Kohl’s marketing campaign, titled “Inspired by the Artists…worn by you.” Here, Panetierre will take her place beside more seasoned musicians Avril Lavigne, Vanessa Carlton, Plain White T’s, The Red Jumpsuit Apparatus, and Lenny Kravitz.
Avril Lavigne will be to Abbey Dawn as Panetierre will be to Candie’s. Meanwhile, pianist Vanessa Carlton will be wearing pieces from So…, another exclusive Kohl’s brand.
Abbey Dawn’s collection will probably be rife with punk. Lavigne being who she is, the graphic tees will probably be as bratty as her music videos. So… on the other hand, might be just so-so, true to Carlton’s low-key profile.
Two bands will also be in the campaign, the Plain White T’s and The Red Jumpsuit Apparatus. The former will endorse Urban Pipeline while the latter will wear Tony Hawk.
One should expect their “emo” affectations to rub off on the clothes.
Levi’s, Kohl’s top-selling back-to-school brand, should be modeled by multi-platinum singer Lenny Kravitz. The clothes seem most likely for students looking for glam rock and retro in their closet.
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