Paris Blues capitalizes on its hip, '70s flair with a promotional tie-in with the Fox sitcom That '70s Show.
The jeans and apparel maker this week breaks a campaign from ad agency The Press Cabinet featuring illustrations of the teenage actors from That '70s Show wearing Paris Blues clothing.
A full-page, color print ad depicts wide-eyed caricatures of the the cast members of the hit show, which is set in Wisconsin in the 1970s, decked out in bell-bottoms, flares and bootcut jeans. A '70s psychedelic pattern is used for the background. Text reads, "Inspired by That '70s Show," and outlines a sweepstakes offer below.
"We've been doing illustrations for Paris Blues for a long time. I think it's our signature," said Price Arana, creative director at The Press Cabinet, Los Angeles. "The industry is inundated with celebrities and tie-ins, and I think [illustrating the characters] is a fresh approach. It's more in keeping with the spirit of the show."
The print ads will break in December issues of Teen People and Seventeen magazines. The agency has also produced in-store point-of-purchase materials, pocket flashers and hang tags for the client, and has carried the campaign over to the Paris Blues Web site at www.parisblues.com.
Los Angeles-based Paris Blues was founded over 18 years ago, and registers sales of over $100 million nationally. The clothing line can be found in major department stores and specialty shops nationwide.
Separately, The Press Cabinet is currently working on new print ads for Stila Cosmetics. They are expected to break in November style and fashion magazines.