Case
Calvin Klein
Making Calvin Klein underwear a women’s brand in Asia
In Asia, Calvin Klein Underwear meant men’s underwear. Justin Bieber had made it famous, and women weren’t shopping it, despite a range that ran from casual everyday pieces to elevated luxury. Growing the women’s business meant changing that perception across 11 markets, from Japan, Korea and China to Thailand and Indonesia, each with different consumers, incomes and products.
Inflection
On paper, women across these markets had little in common. What they shared, as a women’s movement took hold across the region, was the wish to define strength for themselves. So instead of telling them who to be, we let them say it.
Insight
Moved regional budget behind the women’s business and created My Statement #MyCalvin. It extended the global #MyCalvins platform, so it stayed unmistakably Calvin Klein while speaking to women across the region.
It was the brand’s first International Women’s Day campaign and its first campaign initiated in Asia, running in 11 markets. Jing Daily called it possibly the first large-scale campaign on gender in Asia.
Impact
Brand Marketing . Regional Marketing . Campaign Concept + Brief . Talent Selection . 360 Marketing Campaign Strategy & Execution . Micro Site Strategy . Retail Activation
