Calvin Klein is IN2 Blogs and Texting

Posted on March 8, 2007

CK IN2U fragrance campaign

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, 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.

Image: Calvin Klein
More from Shoppers Shop

  • Toys R Us Files for Chapter 11 Bankruptcy Protection But Will Keep Stores Open for 2017 Holidays

  • Lady Gaga Named Tudor Watches Brand Ambassador

  • Ariana Grande Partners With Reebok

  • Apple Adds Built-in Cellular With Apple Watch Series 3

  • Apple Unveils iPhone X with Face ID and All-Screen Display

  • Richard Branson Says Necker Island Completely Devastated by Hurricane Irma

  • The Latest Fashion Sales and Deals