• CK ONE Campaign
• cK one and Only
• Further Reading

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CK ONE Campaign

Overview

In 1994 Calvin Klein Cosmetics introduced cK one, a fragrance intended to be used by both men and women. In order to draw attention to this new offering, Calvin Klein and its in-house agency, CRK Advertising, launched a $15 million television, print, and outdoor campaign. Although Calvin Klein had gained notoriety with controversial fashion and fragrance advertising in the past, the ads for cK one were less overtly sexual than the company's earlier work. Instead, cK one advertising featured ethnically diverse groups of casually-dressed trendy men and women—most in their 20s—talking together. 'The whole...