The label, owned by Iconix Brand Group Inc., announced today that Lucy Hale and Ashley Benson of ABC Family’s “Pretty Little Liars” will star in the spring marketing campaign for the juniors’ brand.
“We saw this as a great opportunity to partner with two of the hottest stars on television,” Dari Marder, chief marketing officer at Iconix, said in a statement. “While Lucy and Ashley appear together in the national ad campaign, each girl represents a different retail partner. Lucy will appear in Sears marketing collateral nationwide, while Ashley will be seen in Kmart.”
The print ads, which debut in March, will run in magazines geared toward teens, as well as online at Bongo.com and in stores. Additionally, Hale and Benson will host events for the brand throughout the year at both Sears and Kmart locations.
“I love this campaign because it really shows the versatility of the Bongo [brand]: sweet versus edgy,” Hale said in a statement.
Past Bongo spokespeople have included Audrina Patridge, Kim Kardashian, Nicole Richie and Rachel Bilson.