Calvin Klein Targets Bloggers With New Fragrance

Posted on March 8, 2007

CK IN2U ad

Calvin Klein is targeting the young blogging and text messaging crowd with a new fragrance called CK in2u and a new social network called What Are You IN2?. Did they base this campaign on some focus groups and market research that found bloggers buy tons of fragrances? Because it really isn't common knowledge that bloggers buy more of these products than anyone else. Or do they just think their campaign is so good bloggers will just have to buy some? The What Are You IN2 social network will launch on March 28th. The fragrance social network tie-in is a part of a new marketing campaign from Calvin Klein.

The New York Times reports that the marketing materials for this campaign actually include the following text.
"She likes how he blogs, her texts turn him on. It's intense. For right now."
Valleywag has already created an ad based on this titillating marketing text. The fragrance is also being targeted to the "technosexual generation." Those are today's kids that apparently love to hook-up via blogs, IMs and text messages. The Hey Pretty blog explains:
I wasn't sure what the "technosexual generation" is either. Lucky, he goes on to explain. "Technosexuals" is apparently a new marketing buzz word for young people who use text messaging and blogging in order to meet and arrange hookups.

Yeah, yeah, I know. All the cool kids are doing it these days. But ew. Something about that description kind of makes me want to stop blogging forever and communicate with others only through Morse code. I feel, I dunno. Dirty.
Gawker says bloggers don't want to smell of blog.

Photo: Calvin Klein