Masculine, macho, buff, rugged, shredded, brawny, a man’s man and a woman’s fantasy– a composure of all these qualities maketh a Calvin Klein brand ambassador. Over five decades in the industry, Calvin Klein has established its reputation as a brand made for men, by men, and for women.
Pick up any Calvin Klein ad from a few decades ago. It’s oozing with testosterone and manliness.
Mark Wahlberg’s career skyrocketed as the campaign became a pop-culture phenomenon in the 90s.
Two decades later, Calvin Klein tried to recreate the magic. This time they strategically cast Justin Bieber, who was trying to break his teenage sensation image and project a more manly demeanor.
Albeit mixed reactions, the campaign still managed to create considerable traction in 2015. Even Saturday Night Live parodied the campaign with comedian Kate McKinnon, which still remains one of the most legendary moments of the show.
Although the faces of Calvin Klein changed over the years, the aesthetic remained the same. Burly men in tight underwear exhibit that men should wear CK to appear macho. These men basically were the tagline of the brand.
This marketing might be effective for men, but something significant has shifted in the female gaze. K-pop’s global reach has turned the tide for not only Korean men but all Asian in general. And in particular, BTS has contributed to the renaissance of benchmarks for masculinity, handsomeness, and sex appeal.
The Hallyu wave, or the Korean influence, has taken over the world, where brands collaborate with idols, artists, actors, and models from Asia.
Speaking of the changed female gaze, women are now more inclined towards duality in men, where they are not afraid to show their vulnerable, soft size balanced with masculinity. Calvin Klein understood the assignment and strategically designed their latest campaign.
In March 2023, Calvin Klein announced that BTS’s youngest member, Jeon Jungkook, would be the new brand ambassador. Even the promo pictures went viral within seconds of posting. When the final ad campaign was released, the internet was left in shambles, and ARMYs all over the world felt the trembles. Within a few hours, #GenderlessConcept was trending on Twitter (X), considering Jungkook’s androgynous look in the campaign.
The Jungkook X Calvin Klein collab was one of the most successful ad campaigns of the year, generating over $1.25 Billion in gross profits, with a turnover of $2.157 Billion in the first quarter (as reported by YTM). This was an astronomical incentive for Calvin Klein, which was on the verge of bankruptcy. Moreover, Calvin Klein stocks jumped from the negative trend to a record high of $87.93 per share, a +20% increase.
How Has BTS Jungkook’s Calvin Klein Promotional Campaign Made Them Profits?
The internet has never been the same since Calvin Klein dropped its ad campaign with Jungkook. No one ever anticipated what was about to happen. But Sir Jungkook, in androgynous fashion, was the dream come true for all ARMYs.
Jungkook’s genderless concept sparked online rhetoric of how most clothes have no gender, and it just takes a secure masculine man to embrace the feminine side as well.
Who better than the “Golden Maknae” to portray a healthy image of masculinity and manage to entice women and men simultaneously? The ad soon garnered 50+ million views on reels, and the hashtags related to Jungkook, Calvin Klien, and the genderless concept dominated the trending section for days.
Your Team Marketing (YTM) evaluated the impact of one ad campaign on Calvin Klein’s declining market performance. As per their analysis, Jungkkom single-handedly saved the company on the verge of bankruptcy and produced phenomenal profits for Calvin Klein for the first time in years.
YTM further elaborated on Jungkook’s contribution as the global ambassador of Calvin Klein–
“His ads were seen in 150 cities worldwide, and CK leveraged his personal brand to go viral. The impact? 50M+ views on video reels for the first campaign alone! CK’s official website even crashed due to the overwhelming traffic.”
The Winning Marketing Strategy Behind BTS Jungkook’s Calvin Klein Promotional Campaign
Personal branding has been proven to be more effective than mass marketing. However, choosing the right face for the brand is the key to impactful personal branding. YTM explained this marketing strategy as–
“Unlike mass marketing, CK went all in with just one collaborator—JK of BTS, the Sold Out King. The lesson? Personal branding wields immense influence over purchasing decisions, and trust in personal brands is on the rise.”
“Businesses are increasingly turning to personal brands for promotions, as they excel in conveying authenticity, personal stories, and building connections and trust with the audience.”
Jungkook is the undisputed Sold-out king, considering he did the same with fabric softener Downy and Kombucha drink by using the products during his V-Lives.
He was also seen folding his Calvin Klein underwear on a live stream, which again trended on social media, giving the company added publicity.
Subsequently, Calvin Klein recorded a whopping $2.5 Billion turnover in the first quarter and enjoyed gross profits of $1.25 Billion. Meanwhile, its stocks have finally crossed the red line and observed an upward trend with an increase of 20% to a record high of $87.93 per share.
And now, the heartthrob is back after his single solo Seven release. The second digital single, 3D, is out now.
What are your thoughts on this? Do you believe that Jungkook is solely responsible for Calvin Klein’s revival? What do you think of the androgynous fashion in the ad campaign?
Let us know in the comments section below.
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