Brooke and Kim

It was about 30 years ago when Brooke Shields declared, “Nothing comes between me and my Calvins.” The strategy here was to sell intrigue and sexuality as well as devotion. If you were a female and wore Calvin Klein Jeans, you communicated a sense of mystery and seductiveness while wearing a good pair of jeans. The ad is effective because the images are simplistic and the copy is extremely powerful with a large impact. The strategy is still relevant today because the original ad is so memorable. Shown below is Kim Kardashian recreating the series of print ads. Even though the celebrity doing the endorsement is different, the new version still conveys what the original did. Kim’s version does not contain the original tagline, but it does not have to because it is already assumed.

 

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