For a long list of reason, Calvin Klein's commercial for CK ONE (the infamous, "Just BE") commercial has gone down in history as one of the weirdest, best, strategic, successful, grungy & anti establishment commercials in history. Glorifying anorexic ambivalent teens, CK One became an overnight success selling 20 bottles per minute at it's peak! IN April 07, CK tried to strike again with CK in2u.
Using similar materials to an Ipod and using shorthand text message speak, there is not surprise who the target market is. My favorite line in the article, "Can Calvin Klein seduce the Millennial Generation" is:
"We have envisioned this as the first fragrance for the technosexual generation."
Here's the best part. What is the technosexual generation? Anything Calvin Klein wants it to be. They trademarked it. Right now they are targeting to "texters and bloggers." If you can't put a title on your target market, create a new title and then exploit it. My other favorite thing about this cologne/perfume? You can actually buy it in Second Life. How's that for taking advantage? Digital perfume. And here's another nugget for you. Check out the website for in2u.