CK One repositions with global digital push

Calvin Klein is launching its biggest ever global digital campaign to reposition its CK One unisex fragrance as a lifestyle brand.


The CK One campaign aims to bring Calvin Klein’s jeans, underwear and fragrance categories together into a unified concept and will feature an all-star cast of models, artists and performers including Dutch supermodel Lara Stone, Pixie Geldof and Alice Dellal.

The campaign will integrate video, social media, outdoor, smartphone apps and a dedicated website which will act as a “hub” for all the activity.

Calvin Klein says interactive user-based experiences will be a “key focus” for the campaign and consumers will be encouraged to upload their own videos on the microsite, which will be positioned alongside videos of the cast.

Users will also be prompted to view and share profiles with the campaign cast members and answer questions from the cast.

The campaign will also be supported by mobile apps for iPhone, Android and Symbian with social media integration and augmented reality programs. The apps will allow users to communicate with the cast through videos and other social media.

LED billboards in locations such as New York City, Los Angeles, London, Paris, Hong Kong and Barcelona will also host the campaign. The outdoor creative will be encourage users to download a CK One app to scan QR codes and unlock more content including exclusive videos.

President and CEO Tom Murry says: “This is an important global multi-product launch and represents the company’s largest digitally focused campaign to date. The emphasis on social media and the interactivity of this campaign serve to redefine the CK One brand for a new generation.”

Teaser activity has already appeared online, with the full reveal launching on 1 March.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here