NEW YORK, Aug 15, 2012/ — With Lara Stone as the face of the brand, Calvin Klein Underwear launches “Calvin Klein Push Positive”. Dubbed as the “perfect modern bra,” Calvin Klein Push Positive is described as an “advanced push-up’s superior fit comes from a unique butterfly shape created with innovative soft-wire technology.”
Expected to arrive in stores this month, the Calvin Klein Push Positive combines style and function. The flexibility of this new technology allows it to move with and curves to individual body shapes resulting in a smooth, sleek, seamless look. The soft, lustrous microfiber bras and coordinating bikinis are offered in sophisticated timeless shades of black and bare, as well as in a vibrant array of deep, rich colors.
To launch this latest offering from Calvin Klein underwear, a digitally focused global campaign is being released to support it. Featuring Dutch supermodel Lara Stone, the alluring black and white campaign was shot by renowned photographer Steven Klein in New York City.
The digitally focused campaign will center upon a video with Ms. Stone and will appear in 16 different countries. For this campaign, digital media represents approximately 70% of the global media mix which is a strategic shift for the brand.
Expected to garner over 575 million impressions, the Calvin Klein Push Positive campaign video will debut on YouTube the first week of September, and will be released on Calvin Klein’s social media sites in advance of that break.
The robust campaign will be supported with social media promotions, such as an interactive Facebook application which allows users to share and post personalized images and a hashtag sweepstakes on Twitter as well as Weibo.
