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Apparel brand, Candies, and department store, Kohls (who are the exclusive retailer of Candie’s) are aligning themselves with Britney Spears and her new Circus tour.
Click image for article.
As part of their partnership, the brands will sponsor Britney’s comeback tour and make her the “2009 Candies Girl” in TV, print, in-store, and online advertising materials. As tour sponsors, they’ll set up VIP areas at her shows, debut exclusive footage of her on their site, have their logos integrated into the tour’s promotional materials, and will organize other on-site promotions. Britney will also be wearing Candies apparel, footwear, and accessories in an upcoming video.
The fit between Britney and Candies does seem to be a good one, and they are definitely providing value to fans and consumers. As their CMO affirms, “We’ve worked very closely with Britney’s team to develop creative programs that will deliver exclusive opportunities to our Candie’s consumers. There is a perfect synergy between our Candie’s girls and Britney’s fan base and to be able to partner with her during such a monumental time in her career is exciting for the brand. Britney is authentic and relevant, personifying the Candie’s brand. We are confident that she will resonate with our young shoppers.”
Candies and Kohl’s join Virgin Mobile on the Circus tour, who have title sponsorship. Given Britney’s rocky past, and recent trouble brands who partnered with artists such as Chris Brown have run into, it’s a little surprising that such big brands are aligning themselves with this high-profile an artist on such a grand stage. But the fact that they’re willing to take the risk, points to the effectiveness that such partnerships can have for brands.
So, cleaning up her act has definitely led to some major dough for Britney. But personally, I always found crazy Britney more entertaining.
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Music Dealers 
[…] we previously discussed the partnership that Kohl’s/Candies entered with Britney Spears here. Well, the first print ads from the partnership were released today, including the below pic. […]
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