Iconix Brand Group has made High School Musical star Vanessa Hudgens the face of its spring 2011 multimedia campaign for the Candies brand, which is sold exclusively at Kohl’s Department Stores in the US.
Hudgens follows on the heels of Britney Spears, who starred in the shoe brand’s ad campaigns for the past two years. The campaign creative was inspired by Twitter with Hudgens offering fans behind-the-scenes-like photos and sound bites about each shot.
The campaign will debut in March issues of fashion and lifestyle magazines and in Kohl’s marketing vehicles such as outdoor billboards, in-store graphics, tab, online and direct mail.
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