Coty and ck one bring in a new year with a new campaign

Fifteen years after the launch of the unisex fragrance, Calvin Klein Fragrances (a unit of Coty Prestige) is unveiling a new worldwide campaign to communicate the ‘optimistic spirit of a new ck one generation’.

The ‘we are one’ campaign consists of television slots and print advertising and will stick with the distinctive black and white scheme of previous promotions.

Television commercials, which will air later this month, feature the musician Jamie Burke who has already appeared in a number of ck campaigns.

The print series will begin in February and are based on the work of photographer Steven Meisel and consist of a series of black and white images of men, women and children on a mountaintop.

“The ck one ‘we are one’ campaign is inspired by a social movement of people coming together in the spirit of unity, connecting a diverse range of ages, races, genders, and cultures,”​ said senior vice president of American fragrances Catherine Walsh.

Trey Laird of Laird and Partners, which helped direct the campaign, states that the campaign reflects a feeling of social change and optimism currently prevalent in US society.

“Today people are more about getting involved, being part of a solution, and coming together with hope for the future. It’s not just about you; it’s really about what you can do in your part of the world,”​ he said.

New CFO​

In other related news, Coty recently announced the appointment of a new financial officer.

Amongst other responsibilities, Sergio Pedreiro will oversee strategic leadership for corporate finance, planning and budgeting, business development and acquisitions integration.

"A leading financial strategist, Sergio Pedreiro will play a key role in expanding Coty in the coming years,"​ said CEO Bernd Beetz.

“Under his leadership, I am confident that we can and will strengthen our financial organization and processes to grow our success. Despite challenging economies around the world, we will strive to reinforce our leadership and to gain market share,”​ he added.