87 year-old Spanish jewelry and accessories brand TOUS is featuring Kylie Minogue in its global advertising campaign.
“Kylie was a natural choice for the TOUS brand. Her strength and determination is what initially drew us to her,†says creative director Rosa Tous. “Kylie compliments our fundamental values and we are very excited to embark on this relationship and nurture its growth over the next three years.â€
The partnership will extend through 2010 and will feature the Grammy Award winner in print, outdoor and online advertising campaigns.
The Aussie songbird will be photographed for the print and outdoor campaign in November, and the ads will be unveiled in June 2008.
“I was immediately attracted to TOUS,†says Kylie. “It's is a fabulous brand, rich in heritage, and I am excited to be a part of it all. The more I learn about the company and their history, the more I appreciate the TOUS brand."
Kylie will even wear TOUS jewelry to the premiere of her film, White Diamond, tonight in London. She even flew to the company's headquarters in Manresa, Spain, earlier this week to select the pieces.
Why This Trend Is Growing
- Celebrity Brand Endorsements
- The partnership between TOUS and Kylie Minogue showcases the trend of using celebrities to promote brands, creating potential opportunities for other companies to collaborate with popular figures.
- Cross-industry Collaborations
- The collaboration between a jewelry brand and a famous actress like Kylie Minogue highlights the trend of cross-industry collaborations, demonstrating the potential for brands from different sectors to come together and create unique marketing campaigns.
- Global Advertising Campaigns
- TOUS featuring Kylie Minogue in a global advertising campaign highlights the trend of brands targeting global audiences, presenting opportunities for other companies to expand their reach through international advertising campaigns.
Industries Being Reshaped
- Fashion and Jewelry
- The partnership between TOUS and Kylie Minogue showcases opportunities for the fashion and jewelry industry to collaborate with celebrities and create unique marketing campaigns.
- Entertainment and Film
- The involvement of Kylie Minogue wearing TOUS jewelry to the premiere of her film, White Diamond, highlights opportunities for the entertainment and film industry to integrate branded products into events and promotions.
- Marketing and Advertising
- The global advertising campaign featuring Kylie Minogue by TOUS demonstrates opportunities for the marketing and advertising industry to leverage celebrity endorsements and international campaigns.
