Simply Red: Taylor Swift Partners With Keds, Papa John’s to Promote New Album


Taylor Swift may only be 22 years old, but she knows a thing or two about self-promotion. Her fourth album, Red, is coming out on Oct. 22, but it’s already making waves (the title track zoomed to #1 on iTunes). Now she’s finding plenty of quirky ways to get the word out and drive album sales.

One is to sign a three-year deal with shoemaker Keds that includes the production of limited-edition red sneakers that hit stores on the same day as the record. And it’s not just because the brand rhymes with her new album title. “I think they add something casual and cool to your look, and the new colors and patterns are so eclectic,” Swift told Women’s Wear Daily.  

While cross-promoting with (RED) might be a tad too obvious, there’s also a cross-marketing tie-in with Papa John’s for a Taylor Swift Pizza Party. Hungry fans (who call themselves Swifties, by the way) can purchase a Red combo: CD and a large pizza combo with one topping for $22. The album will also be sold at U.S. Papa John’s stores.[more]

“I’m excited to be partnering with Papa John’s for the launch of my album, Red. I love the idea that fans can order my CD with their pizzas,” Swift stated in a press release.

She’s also merchandising the heck out of the new album on her website, with red wristbands, blankets, tumblers, backpacks, all arranged in packages up to $170.

The CoverGirl cover girl is more discreet about unofficial brand tie-ins, as the marketing folks at Shellys, the British shoe retailer, and Ralph Lauren, a label she’s freqently spotted wearing (or dining at — witness a recent meal chez Ralph’s in Paris), may attest.

She’s clearly doing something right. The young singer-songwriter recently dethroned Lady Gaga as the highest-paid performer under 30, thanks to earnings of $57 million in the 12 months through May 2012. And what she’s doing with all that money she’s making? Saving for her kids’ college education. Her parents, and fans, must be very proud.