November 7, 2011
SAN FRANCISCO, November 7, 2011— Bringing the magic and wonder of the holiday season to life, GapKids is launching its “I Want Candy” campaign today.
Debuting on Gap’s Facebook page and YouTube channel, the campaign centers around a music video starring viral music sensation, Maria Aragon, who performs her rendition of the old time favorite, “I Want Candy,” by The Strangeloves. Aragon, born in Manitoba, Canada, is best known for her cover of Lady Gaga's "Born This Way," which catapulted the eleven year-old to stardom earlier this year.
Joining Maria on the guitar, drums and tambourine are five bright-eyed, bubbly girls who show off their best dance moves while twirling around a snow covered candy shop wearing GapKids’ ‘most wanted’ holiday looks. From tutus, tulle skirts and layered dresses, to sequin cardigans and glitter accessories, each “I Want Candy” look is rooted in pink—every little girl’s favorite color.
One of the girls—Arianna from New York—was chosen to fill the final spot in the video from an open casting call at Gap’s Fifth Avenue store in New York City last month. “I Want Candy” is the lucky eight year-old’s first campaign.
“The ‘I Want Candy’ collection evokes the feeling of what it’s like to be young again during the holidays—it’s fun, optimistic and captures the magic of the season,” said Seth Farbman, Gap’s Chief Marketing Officer. “We wanted to bring that feeling to life through a music video that captures a moment of uninhibited joy and excitement. It’s something every generation can relate to and we hope families will enjoy it together.”
In addition to Gap’s Facebook page and YouTube channel, the music video can be seen in movie theaters nationwide and on sites like Disney.com. Some of the videos will serve up exclusive offers—$5 off or 50 percent off one regularly priced item—for those who share it with their friends. The campaign will also run in print, hitting the December issues of monthly magazines such as InStyle, Lucky Kids, Martha Stewart Living, O, The Oprah Magazine, Parents, Parenting and Real Simple.
“I Want Candy” Collection
Featuring cold weather essentials that have the whimsical feel of a winter wonderland, the “I Want Candy” collection for boys and girls includes warm tweed overcoats, cozy wool sweaters, classic plaid shirts and tiered tulle dresses in vibrant pop colors like rose petal, blue slate, abbey green and ruby red.
For girls, the collection includes playful details like ruffles, sparkles and faux fur. Must-have items include the Textured Trench Coat ($78), Warmest Parka ($88), Tulle Layered Cake Dress ($39.95), Multi-Ruffle Tutu ($34.95), Sequin Cardigan ($39.95), Fur Trapper Hat ($19.95), and Sparkle Bow Ballet Shoe ($29.95). For boys, the collection features cold weather favorites like brightly colored plaid shirts, argyle sweaters and toasty outerwear. Must-have items include the Chambray Puffer ($68), Warmest Vest ($39.95), Performance Jeans ($49.95), Five-pocket Cord ($29.95), Skull Argyle Sweater ($29.95), Striped Sweater ($29.95), and Desert Boot ($34.95).
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. Fiscal year 2010 net sales were $14.7 billion. Gap Inc. products are available for purchase in over 90 countries worldwide through about 3,100 company-operated stores, about 175 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.
Erica Larsen Kimberly Terry
Shadow PR Gap Marketing + PR
Phone: (212) 972-0277 Phone: (415) 427-4844