The world’s second-zaniest pop-star Britney Spears is the latest spokeslady for Candie’s, a brand sold exclusively in Kohl’s. They’re also one of the sponsors of Spears’ “Circus” tour.
Here’s the brand mouthpiece’s quotes from Brandweek:
“Dari Marder, chief marketing officer, Iconix Brand Group, owner of the Candie’s brand, said: ‘Britney is not your average girl, so we didn’t want to do an average media buy. We wanted to create an event with the debut of the campaign.’
‘The Candie’s consumer devours the latest celebrity news and gossip so we thought it would be a unique way to unveil the campaign as an exclusive pull-out poster in Us Weekly. We plan on developing programmes over the course of the year that will continue to deliver exclusive opportunities to our Candie’s consumers.'”
Spears’ power as a brand is so great that being completely reckless hasn’t damaged her ability to make a buck. Not that she needs it, of course. But it’s kinda bothersome that despite not being in control of her own finances, her inability to care for her two children and everything else that’s become of her life, she’s still a valuable icon. I wonder if you can see the strings.