Coty Prestige has unveiled a new worldwide advertising campaign for CK One, the shared fragrance that created the unisex fragrance category back in 1994. The new “we are one” campaign offers an uplifting message of unity, according to Calvin Klein Fragrances, a unit of Coty Prestige. The television spot features a large cast of men and women of diverse ages and ethnicities singing an original song about the power of people joining together as one. The campaign continues the legacy of CK One’s iconic black and white imagery and of-the-moment casting and injects the brand with a positive point of view with musician Jamie Burke as the campaign front man. Mr. Burke has appeared in two recent Calvin Klein Jeans campaigns.
“The CK One “we are one” campaign is inspired by a social movement of people coming together in the spirit of unity, connecting a diverse range of ages, races, genders and cultures,” said Catherine Walsh, senior vice president of American fragrances, Coty Prestige. “The heart of the campaign is a powerful original song, which reminds us of the common language of music.”
The print ads, which debut globally this month, were shot on location at the Big Sky Ranch in Simi Valley, CA and feature a cast of 27 men, women and children from all over the world. Set on a mountaintop, the TV campaign, directed by Francis Lawrence (“I Am Legend”), is billed as a free-spirited display. It began airing globally in January.
A limited edition CK One collector’s bottle, featuring “we are one” handwritten in various languages and packaged with an mp3 speaker, will launch the campaign. The collector’s edition will be available at fine department and specialty stores globally, also beginning this month.
More info: www.ckone.com