Ad Message in a Bottle

Calvin Klein Inc. and Coty, its fragrance licensee, are about to introduce CK in2u, a sequel to CK One- but for a new generation. This is for the generation that CK has deemed (and trademarked!) "Technosexuals". The press kit for CK in2u explains, “She likes how he blogs, her texts turn him on. It’s intense. For right now.” Which may serve only to turn off its intended audience.
As may the very look of the bottle. Made from white plastic and glass, it attempts to channel the look of an iPod. While the name is in written the shorthand of an instant message, implying there was no time to spell out “in to you.”
The CK in2u online effort also includes the first ever fragrance launch into the internet world Second Life. Situated on the Second Life island Avalon (the first island in the game to command a real-world land value), CK is also launching the 'what are you in 2?' photography competition. It offers the inhabitants of Second Life the chance to post a 'snapshot' of any image that inspires them in the virtual world. The winner will become a Second Life millionaire, paid in Linden Dollars.
While Ck is embracing Web 2.0, their techniques seem to be mocking the very demographic they are targeting. CK should also consider that these very consumers are known for hating anything that "smells" of marketing.