Today, I was making a list of this years worst brand launches. I stumbled upon Calvin Klein's IN2U. What occurred to me is that if CK had done their homework on this audience, it would have realized that their teenage angst would backfire on the brand before it hit the shelves. I start with the ad of 2 models as opposed to real people. Their target wants their place in the sun... their 15 MB of fame.
Aside from the obvious mis-steps such as the use of IM vernacular the new site for Calvin Klein's CKin2U perfume as pointed out by Adland, does anyone else look at this visual of a guy pressing up against a girl and think "Gee those two are representative of our "technosexual" generation". I think not!
The site is not very deep, nor is it rich... So why use flash if not for a level of rich media? Where is the content? Hopefully when they launch this site it will give us some meat so that I would want to use the "send to a friend" feature.
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