Calvin Klein inks first TV sponsorship deal with Sky
Calvin Klein has inked its first ever TV sponsorship deal with Sky.
The deal with Sky Media has sought to raise the profile of the brand's fragrances, ‘Euphoria’ and ‘Eternity NOW’.
Targeting women between the ages of 25 and 44, the idents will be broadcast throughout all US drama on Sky Living during key shows such as Grey’s Anatomy, Madam Secretary and Elementary.
It will run until July 2016 and also be activated across Sky’s online platform, Sky Go and Sky On Demand.
Calvin Klein Fragrances is owned by French beauty company Coty. The activity coincides as the fashion division of the company – owned by PHV – rolled out a global campaign which has seen it experiment with Tinder and ‘sexting’ adverts.
The ads features pictures of couples overlaid with ‘real-life’ text conversations which cover everything from nude pictures to cheating on a partner ad will soon appear on Tinder.
Earlier this year, The Drum caught up with Calvin Klein chief marketing officer Melissa Goldie where she spoke about the brand's "four truths; dance with controversy, leverage tension, seek simplicity and embrace the culture”. Read the interview here.