If you’re of “my generation” meaning you were in high school at some point during the 1990’s, then you remember ck One as the gender ambiguous scent worn by both sexes. The campaign featured Kate Moss and others in black and white print ads, like the one below.
Well, my generational friends, Calvin Klein is breathing new life into the product. That’s right, ck One is staging a comeback, but this time, it’s not just a unisex cologne, but a full lifestyle brand.
The largest digital initiative in the company’s history, the ads will show 30+ models inside a box, dancing, arguing, and laughing. The concept behind the campaign was how youth use multimedia to communicate, from airing videos of themselves on YouTube to postings on Facebook and Twitter. Targeting four areas – Jeans, Underwear, Fragrance and a collaboration of the three – has produced many variations of the ad, some specific to Asia, which has been a huge profit driver in the retail market.
The goal is to drive traffic to the website where consumers can read profiles of the models and upload personal videos with their own variation on the concept. The campaign will launch March 1, but today, Wednesday, February 23, you can enjoy a sneak peak here!