The cKone fragrance needed to grow up with its audience– the once grunge teens are now older, wiser and living on-line. What better way to recapture the core audience, while attracting a few new ones, by creating a little drama that unfolds via intimate email responses. Consumers who send email to the ad-characters will received responses written in the fictional "voices" of each of the models, complete with emoticons., a sophisticated 13-year-old;, a 20-something professional; and, a hip, middle-aged city dweller. Print, television, radio, and billboards featured email addresses for the characters who appear in them. Viewers could follow the whole campaign on Clearly, pre-Twitter, Instagram and Facebook. A head of it's time– very Calvin.