Potential

Calvin Klein Targets Technosexuals With Blogger Inspired Fragrance IN2U

By: Carlos Calderon - Published:   Updated: Aug 9 2011 • References: whatareyouin2 & community.livejournal
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: “in to you.”

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.

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Segment: Neutral, 18-55
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