The 'This is Love' campaign is a marketing initiative by Calvin Klein that features couples of different ages, genders, races, and orientations expressing their love for each other. The campaign includes a series of videos, photos, and interviews that showcase the diversity and authenticity of love in the modern world. The campaign also promotes the brand’s new fragrance, This is Love, which is described as a "sensual and fresh" scent that captures the essence of love.
The appeal of the campaign to the older generation lies in its inclusive and realistic portrayal of love in all its forms. The campaign celebrates the longevity and resilience of love that transcends time, age, and social norms. The campaign also resonates with the older generation’s values of tolerance, acceptance, and respect for different kinds of relationships. The campaign invites the older generation to embrace their own love stories and share them with the world.
Inclusive Chosen Family Campaigns
Calvin Klein's 'This Is Love' Campaign Emphasizes True Family
Trend Themes
1. Inclusive Family Values - Promoting diversity and inclusivity in family campaigns can challenge traditional norms and resonate with consumers of all ages.
2. Authentic Representation - Featuring individuals and couples of different ages, genders, races, and orientations in advertising campaigns can create a stronger emotional connection with consumers and drive brand loyalty.
3. Celebrating Longevity - Highlighting love stories that transcend time and social norms can appeal to older consumers and promote a sense of nostalgia and sentimentality.
Industry Implications
1. Fragrance - The fragrance industry can incorporate diverse representation and messaging into advertising campaigns to attract a wider audience and promote inclusivity.
2. Fashion - Fashion brands can leverage the power of storytelling and authentic representation in marketing initiatives to connect with consumers on a more meaningful level and build brand loyalty.
3. Beauty - The beauty industry can feature diverse individuals and couples in advertising campaigns to promote inclusivity and challenge narrow beauty standards, while also driving sales and brand awareness.