Avrett Airs New Claiborne Ad

Avrett, Free & Ginsberg will break new work for Liz Claiborne’s Curve fragrance, allowing the agency to strut its stuff during a $25 million review for a related client.
Claiborne holds the fragrance and cosmetics license for the Candie’s brand. Avrett is vying with fellow New York shops DiMassimo and Spike/ DDB for the Candie’s shoe and fragrance account. Sources said Claiborne got Avrett into the review [Adweek, Nov. 23]. Duties on its jeans line will remain in-house, the Purchase, N.Y., client confirmed last week.
Agencies met last week with Candie’s, but were not given a timeline for a decision. Some sources have speculated that the account may be split, with the fragrance joining its Claiborne sisters at Avrett and the shoes going elsewhere. Avrett won Curve in September 1997.
New Curve ads depict casually dressed young men and women relaxing in a bar. The image and Avrett’s existing tagline, “See where it takes you,” suggests they are open to adventure. Ads tout the men’s and women’s scents and break in February fashion books. Previous Curve work featured multiple photos of a couple kissing.
Claiborne spent $2 million on ads for Curve in 1997 and more than $1 million from January to September 1998, per Competitive Media Reporting.
Separately, Candie’s Bongo brand in March will break new print work featuring Spin City star Jennifer Esposito. Ads show a “B” logo with the tagline, “Let me B.” The work is from Candie’s and InMarketing, Glen Cove, N.Y., which is assisting in the review.