Calvin Klein is targeting the young blogging and text messaging crowd with a new fragrance called CK in2u and a new social network called What Are You IN2?. The CK in2u bottle, designed by Stephen Burks and looks like Sake bottle The name is written in the shorthand of an instant message, a casual invitation to sex so immediate as to imply there was no time to spell it out: â€œin to you.â€
Implications - The creative re-branding from Calvin Klein anticipates the same success as CK "One" for the new generation of social media obsessed youth, who are termed "technosexuals." 'In2u' plays on common text message slang and Internet speak with its name, and hopes to excite the attention of those who live their lives in front of the computer.
Stats for Calvin Klein Targets Technosexuals with Blogger Inspired Fragrance IN2U
Trending: Older & Mild
Research: 5,864 clicks in 480 w
Interest: 4 minutes
Concept: Calvin Klein Targets Technosexuals With Blogger Inspired Fragrance IN2U
Related: 52 examples / 40 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: millennial-minded condom ads, balance-enhancing insoles, and anniversary tech retail stores.
Calvin Klein Targets Technosexuals with Blogger Inspired Fragrance IN2U
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