Vogue.com in exclusive deal with Calvin Klein to premiere risqué ad
Vogue.com has signed a one-month exclusive partnership with Calvin Klein to launch the latter's fragrance Secret Obsession in the UK.
As part of the integrated ad deal, Secret Obsession will sponsor Vogue TV, giving UK users a first peak at the risqué ad in pre-rolls to content on the video player.
Actress Eva Mendes, who features in a TV ad censored in the US, fronts the campaign for Secret Obsession.
Vogue TV offers exclusive interviews with fashion personalities and behind-the-scenes footage of shows and shoots for the magazine.
A series of display ads will also run across Vogue.com featuring Mendes. Users will be able to click on the ads to get a product sample.
CondéNet UK commercial director Serena Privett said, "Vogue TV is all about breaking new ground and offering users bespoke and exclusive content, so this deal works very well within that proposition."
The full campaign for Secret Obsession breaks next month, with Calvin Klein hoping to air the full Mendes ad uncensored in the UK.
US viewers can only view the ad in full after 9pm, while last week it was pulled from YouTube.
CondéNet overhauled the Vogue site earlier this year to accommodate more made-for-online content and offer greater advertising opportunities. The site receives up to 1.2m unique users a month.
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