Calvin Klein is using sexting and Tinder to promote #mycalvins
Fashion retailer Calvin Klein is no stranger to controversy when it comes to selling their Calvins. All images in the campaign are shot by Mario Sorrenti and are accompanied by a box featuring text messages about sexual invitations and threesomes that are “inspired by actual events and people.” Calvin Klein is hoping this leg of the #mycalvins campaign will start a dialogue with how real people approach digital dating, and that outreach will eventually lead consumers to purchase designer denim.
The campaign will span the globe in 27 global markets with social media advertising and paid media content on platforms such as Facebook, Instagram, Twitter and YouTube in order to reach the brand’s 20 million followers. In addition, Calvin Klein will have an integrated digital partnership with Tinder this fall.
Melisa Goldie, Calvin Klein Inc. chief marketing manager, told Women's Wear Daily about the importance of relevance in commerce, and their move away from celebrity-driven campaigns featuring the likes Justin Bieber, Kendall Jenner and Lara Stone.
Our past campaigns have been more image-driven and this one was about starting a conversation through provocation. We saw a behavior happening out there — and not just [with] the younger generation. It’s really dating via digital. It’s authentic and true to how this consumer communicates. We’re highlighting the truth about dating — the meetup, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.
As for the amount of controversy this current campaign is scaring up? Goldie is quoted as saying, "I think the consumer expects that from us."
Cover: Calvin Klein
facts about previous controversial Calvin Klein ads:
While in 2009, the company caused outrage with their "group sex" billboard proving that half-naked models in compromising positions never goes out of style.