First they wanted us to “Shout Hallelujah!” Now, Clinique wants us to “Just be happy.” In keeping with the brand’s “happy” positioning, reinforced since the 1997 launch with appropriate music (e.g., Judy Garland’s version of “Get Happy”), Clinique has commissioned two versions of a song, “Just Be Happy,” written by Ne-Yo exclusively for the brand. Rihanna has recorded a pop version, and Julie Roberts is working on a country version. Both will hit the airwaves in December to help promote the fragrance during the holidays. Consumers will be able to download ringtones of the song at a special microsite, GetYourHappy.com, which launches Sept. 1.
—Posted by Kathleen Sampey