Justin Bieber, Calvin Klein Made for Each Other
Is influence more valuable than reputation? For Calvin Klein, the answer would appear to be “yes.”
We didn’t realize that CK was looking to increase its exposure among the 15-and-under demographic, but the company did recently attempt to encroach upon Dove’s “Real Beauty” audience with mixed results.
Just as Calvin never actually called model Myla Dalbesio “plus-sized,” so they never claimed that hiring Justin Bieber was an attempt to appeal to those with more discerning tastes. In the words of Jezebel’s Clover Hope, he’s “the man-child we love to hate.”
As you can tell from this Adweek piece and the related BuzzFeed quiz, the new campaign has earned the company a good bit of attention.
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