(Filed Under Licensing News). Candie’s, a junior brand owned by Iconix Brand Group Inc. and sold exclusively at Kohl’s department stores, has launched a marketing campaign featuring pop icon Britney Spears.

The brand unveiled the Britney Spears creative campaign in the April 15th issue of Us Weekly, which included an advertisement featuring the "Britney Spears for Candie’s Only at Kohl’s" logo in diamonds and a collage of snapshots of Spears in the brand’s swimwear, intimates, accessories, footwear and other apparel. Photographer Mark Liddell of Los Angeles shot the ad.

According to Iconix, the campaign will rely on Kohl’s marketing vehicles including circulars, in-store graphics, online, direct mail, email blasts, radio integration and outdoor billboards. This summer, the brand will launch a Spears television and print campaign for the back-to-school season.

"The new Candie’s advertising campaign featuring Britney Spears is authentic, relevant and designed to resonate with our junior shopper," Julie Gardner, Kohl’s executive vice president and chief marketing officer, said in a statement.

Additionally, Candie’s and Kohl’s are associate sponsors of Spears’ "Circus" tour.

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Published 04-29-2009 by Amanda Torres Price