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'Heroes' star unveils new campaign for Kohl's exclusive Candie's brand


NEW YORK Iconix Brand Group has announced that Hayden Panettiere, in her second season with the brand, will star in the new Candie's, back-to-school 2008 TV, print and online advertising campaign. The TV campaign will be a direct lift from Panettiere's first-ever music video "Wake Up Call," which was styled exclusively by Candie's apparel, footwear and accessories, available exclusively at Kohl's.

"The concept of my video is to give a guy who doesn't treat his girlfriend well a wake up call and show him all the different aspects of a woman's personality," said Panettiere. "Candie's is the perfect fit because its styles are diverse and benefit the video as they show off all of the different sides of my character in the video."

To coincide with the TV ads, a print campaign will feature Panettiere in a variety of settings.

"We are thrilled to continue our partnership with Hayden and collaborate with her during this exciting time in her career as she debuts 'Wake Up Call,'" said Dari Marder, chief marketing officer for Candie's. "Hayden is the ideal Candie's girl, she is what Hollywood calls a triple threat, as she currently has a successful television and film career and is now poised to become a powerful recording artist. Once again, we are able to partner our Candie's brand with pop culture to connect to our consumer."

"We are excited about Hayden's role in the upcoming 2008 Kohl's back-to-school multimedia campaign, which focuses on the dynamic convergence between fashion, music and pop culture," said Kohl's evp and cheif marketing officer Julie Gardner. "She truly embodies the Candie's brand, available only at Kohl's, and we are confident that she will resonate with our shoppers."

The campaign will be unveiled in September issues of fashion, entertainment and lifestyle magazines and the commercial will debut on MTV later this summer. Kohl's also will incorporate the Candie's campaign into its back-to-school creative.

Fans can listen to "Wake Up Call" exclusively at and beginning July 17. The single will be available for download on iTunes beginning Aug. 5.

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