Calvin Klein is IN2 Blogs and Texting
Posted on March 8, 2007
Calvin Klein is targeting the young blogging and text messaging Internet generation with a new fragrance called CK in2u. The New York Times reports that the hi-tech in2u bottle was designed by Stephen Burks. The glass bottle features a plastic skin with cut-outs for the brand and fragrance name.
What's also unusual about CK in2u is its social aspect and virtual Second Life promotion. There is a report in Online Media Daily that IN2U will be the first fragrance to launch in Second Life, where virtual versions of the fragrances will be available.
The new fragrance is also being launched with a social network called What Are You IN2? The social network, which will be located at whatareyouin2.com, will debut on March 28th. It might have been smarter to use an existing social network to promote the fragrance. People tend to go to social networks because they know people there. It seems very complex to launch one just to promote a new proudct.
The Times says CK's innovative marketing push could actually turn off savvy young web users especially with unintentionally amusing text like this, "She likes how he blogs, her texts turn him on. It's intense. For right now."
It could have been worse. They could have called it CK LOL or CK LMAO or CK CUL8R.