A scent 13 years in the making: the CKOne sequel.
On the heels of a $60 million a year sales slump, the Calvin Klein company hopes to repeat its CK One success - the bi-sexual scent that once sold 20 bottles per minute at its peak breaking worldwide olfactory records. Here's the story:
The new scent is CK in2u. Get it CK “in to you"? The name is written in the shorthand of an instant message, a casual invitation to sex so immediate as to imply there was no time to spell it out: “in to you.” Of course you get it. The bottle, designed by Stephen Burks, is made from the same materials — white plastic and glass — recognizable in an iPod. “We have envisioned this as the first fragrance for the technosexual generation,” said Mr. Murry, using a term the company made up to describe its intended audience of thumb-texting young people whose romantic lives are defined in part by the casual hookup. Techno WHAT?!?! What does that mean? Is that like the time Jordan stuck a cell phone up her cooch in the back of a car while paparazzi were taking pictures? Last year, the company went so far as to trademark “technosexual,” anticipating it could become a buzzword for marketing to millennials, the roughly 80 million Americans born from 1982 to 1995. A typical line from the press materials for CK in2u goes like this: “She likes how he blogs, her texts turn him on. It’s intense. For right now.” The page is layered with watery graffiti images of the words “sex” and “today,” and on top of that, as large as the models, two glass bottles shaped like rocket silos topped in white plastic casing and the name of the new scent: CK in2u. [source]
OMG. Quick bottle up some perfume in an ipod, label it with casual sex and market it to everyone ages 12-25. Why didn't Apple think of this? “She likes how he blogs, her texts turn him on. It’s intense. For right now.” That makes me laugh out loud. LOL. You know a totally disenfranchised 70 year-old marketing exec came up with this after a weekend with his great grandson. Text message sex is the new email sex which was the new fax sex which was the new phone sex which was the new love letter. Ah yes, now it’s all so linear. Anyway, Dino would make the most perfect CK perfume model/blogger. He’s the perfect homosexual technosexual. Someone get this Mr. Murry on the phone. We also have room for advertising. :)
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