The Keds Corporation, a subsidiary of Collective Brands, Inc., announced today that it has extended its global relationship with their brand spokesperson through Summer 2008. The continued relationship with Ms. Barton will complement the evolution of Keds' "Be Cool" advertising campaigns. With the introduction of a new tagline, the Spring 2008 campaign will take on a fresh look, the revamped campaign will surpass the brand's previous marketing efforts and is set to be unveiled at an ad campaign party in New York City in December.
"Mischa is a leading style influencer and has been an excellent partner helping Keds reposition the brand image and product over the last three years. When we first signed Mischa, she was just on the cusp of fame, and since then has grown into a promising young actress and become known globally as a fashion trendsetter. We look forward to her continued involvement in the brand in 2008," said Shawn Neville, president of Keds Corporation.
The creative process is under wraps, and underway now, with the photo shoot and production set to begin in October. The new campaign will be a natural transition from the "Be Cool" campaign, and will play off how both the brand and Mischa have each evolved over the last three years.
"The first Mischa Barton Keds campaign was a cornerstone in the brand turnaround, and will continue to act as a benchmark for the next generation of marketing programs which will evolve as the brand and its product selection have over the past six seasons. The new campaign will continue to engage the Keds consumer drawing inspiration from Mischa's classic style, her career as a young Hollywood actress, and her natural personification of Keds' iconic status," said Wendy Yang, Senior Vice President Product and Marketing, Keds Corporation.
Mischa is currently at work filming The Sophomore, in which she stars along with Bruce Willis and Billy Bob Thornton. She just finished wrapping You and I in Russia, and has signed on to a new project, a psychological thriller entitled Walled In. In addition Mischa has appeared in a number of other films including director Richard Attenborough's Closing the Ring, with Shirley McLaine.
Over the past three years, Keds' marketing and product divisions have successfully repositioned the brand through strategic campaigns, including the "Be Cool" ad campaign with Mischa Barton, collaborations with designers such as Nanette Lepore and Zero Maria Cornejo, participation in runway shows at Mercedes-Benz Fashion Week in New York City, as well as an innovative product selection that has taken the brand into new retailers including Bloomingdales, Nordstrom, Journey's and Fred Segal. Keds will continue to grow partnerships with designers, music & entertainment insiders, as well as retail and fashion trendsetters.
In addition, Keds will continue to expand online efforts leveraging its marketing campaigns by bringing them to life on the internet. Keds will engage the consumer who looks to the internet for fashion and entertainment, growing its online community through social networks, video content, enhanced brand imagery and strategic partnerships.
