“Skinny is just a style of jeans - not a goal”

In collaboration with WIN, E! Reality star and media sweetheart Kim Kardashian sought to create a lifestyle product that resonated as a premier pop culture property.

Remaining consistent with Kardashian's distaste for rail thin and size dropping schemes, trainer Jennifer Galardi and Kardashian created a unique series to tighten and tone a female's best assests. Leveraging her audience and pride in a full figured shape- empahsis was placed on a woman's healthiest shape and the choice to feel great 24/7, not just on the red carpet.

The brand message of “Skinny is just a style of jeans-not a goal” created a stir in the marketplace and proved advantageous. Defiant and proud, Kardashian was able to position herself and the DVD as the new face for “voluptuous women.”

“Fit In Your Jeans By Friday” offers a brand appeal that is vital to the celebrity/consumer perception behind Kardashian: accessibility.

“By Friday” implies personal deadlines, pending social activities and a drive to attain self esteem before the weekend; something all women, regardless of age or race, can identify with. Ensuring her personal mantra of “real women keep their curves,” Fit In Your Jeans By Friday offers a portal for women nationwide to identify with a celebrity, total body health inside and out, their personal fitness goals, and the road on how to get there.

With messages of personal health & wellness, responsibility and self concept, longevity is guaranteed in a marketplace that embraces a “no gimmick” approach.

Following the launch on May 11, 2009, the three-title DVD sky rocketed to #1 on Amazon.  A New York City press tour preceded the release at Kitson Robertson (LA), giving compelling reason to participate in the National Jeans Challenge promotion.  Consumers watched as “Fit In Your Jeans By Friday” constructed a calculated and very targeted media takeover.

Mini work out and interview segments were the rage prior to launch and include but are not limited to: The View, The Tyra Banks Show, The Rachael Ray Show, E! Daily Ten, E! News, FOX News, Good Day LA, CBS and ABC syndication. Gobbling the story, mainstream media like The Washington Post ,exposed consumers, outside of the entertainment industry, to the value and legitimacy of the workout.

The best testimonial is through the consumer and their personal dedication to health and well-being with a workout regimen that actually delivers:

“This DVD series is the best. Kim Kardashian is my idol, and I love that she has created something for the curvy but still thin girls.  I have never been in such great shape, and I truly did notice a difference in just five days!  I have the tightest lower body, yet I didn't lose my curves.  Thank you from the bottom of my heart!” - Valerie, Michigan

 

You Don’t Need A Make Over You Need A Make Better

WIN and the number one global fashion magazine, ELLE collaborated to produce “Elle Make Better DVD Collection,” a complete lifestyle program that combines the best in fitness, nutrition, beauty, and fashion.

In contrast with other fitness programs, the message of the “Elle Make Better DVD Collection,” as describe by Anne Welch, ELLE VP & Publisher is to not to make women feel as if they needed to completely make themselves over, but make small improvements in their already great lives.”  Darren Capik, President of WIN said, “ELLE is an ideal vehicle for launching an integrated lifestyle, fitness and fashion product, their creative team is on target with what’s relevant to a female consumer who wants the best of everything.”

The collection joined the biggest and most powerful players in the fitness, fashion, nutrition, and beauty industries with host Brooklyn Decker.  It also starred ELLE’s creative director Joe Zee, ELLE’s beauty/fitness director, Emily Dougherty, and Reebok’s Global Fitness Instructor, Sara Haley.

The multimedia/multi-brand campaign comprised an ELLE “Make Better” January issue, featuring custom advertorials produced by WIN, from lead sponsor Reebok the launch of ELLEMakeBetter.com, along with the launch of the ELLE “Make Better DVD Collection”.

Dianne Hayes, Reebok's head of global entertainment marketing, said "Make Better" represented an aggressive advertising spend on the bulk investment of its apparel marketing. "We certainly changed our media mix to accommodate it,” she said. “The ‘Easy Tone’ story fits in well, and Brooklyn Decker is a great face for us. Who wouldn't want [ELLE creative director] Joe Zee to style your products and have them worn by Brooklyn?" (Ad Age).

The “Make Better Collection” became a model for the future of cross-branding, cross-marketing, and multi-product development, with The New York Times, AD Age, and the Charlotte Observer, all reporting on the success of the campaign.

The star power from Victoria’s Secret model, Brooklyn Decker also garnered generous press from the media – with interviews on MTV, E!, and STS news.