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Article: Kenneth Cole plans birthday blackout blitz; Avedon print campaign, new men's fragrance set stage for fete.(News)(Kenneth Cole Productions Inc. will celebrate 20th anniversary with black-and-white print campaign)
- Article from:
- Advertising Age
- Article date:
- July 28, 2003
- Author:
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: STEPHANIE THOMPSON
Kenneth Cole Productions will paint it black this September to tout its 20th anniversary.
Among the plans are a stark black-and-white print campaign shot by photographer Richard Avedon in more than 15 magazines and newspapers, an expanded event strategy at retail and a new men's fragrance, Kenneth Cole Black. The anniversary will also be feted at the simultaneous launch of a Kenneth Cole autobiography/advertising retrospective, "Footnotes.''
The budget for the anniversary-marketing effort, handled in-house, is said to far exceed the $13 million TNS Media Intelligence/CMR reported Kenneth Cole spent in media last year. ...