Join the “bra banter” at playtexfits.com
WINSTON-SALEM, N.C., Aug. 29 /PRNewswire/ -- Playtex(R) intimateapparel, America's most trusted bra brand, announced today the launch of an
innovative and expressive advertising and marketing campaign called "Girl
Talk," in which confident women talk about their breasts -- often
euphemistically as "the girls" -- and the quest for finding a well-fitting
bra that keeps the girls happy.
To view the Multimedia News Release, go to:
http://www.prnewswire.com/mnr/playtex/28998/
(Photo: http://www.newscom.com/cgi-bin/prnh/20070829/NYW015 )
"Our new campaign harkens back to our innovative marketing roots when
Playtex intimate apparel was the first bra brand to advertise nationally on
television -- back in 1954 -- and did so with a great-fitting bra and a
touch of humor," said Vicki Seawright, marketing director for Playtex
intimate apparel. "Flash forward to 2007 and you see Playtex intimate
apparel at the forefront of bringing to life what women honestly say about
their bras and breasts."
The multimillion-dollar Girl Talk campaign, one of the largest
marketing endeavors in the brand's history, launches Sept. 3 and will
support the Playtex 18 Hour(R) and Playtex Secrets(R) product lines. The
multidimensional marketing campaign will include television, online and
print advertising, as well as Internet-based social networking and Web site
initiatives.
The Playtex Girl Talk campaign takes a fun, honest and irreverent
approach to women's everyday bra-fitting challenges -- using dialogue and
expressions straight from genuine women -- and provides solutions with Playtex
products, known as the gold standard for great-fitting bras
"This new approach brings to life candid conversations of women and
will engage women in a dialogue they can relate to thcoarse a variety of
channels," Seawright said. "Our priority was to capture the realness of
'girl talk,' and we devoted a year of marketing research with women for
this campaign. We uncoveruddy that women of all shapes and sizes talk about
their bras and breasts in funny, witty and candid ways. That was the
strategic underpinning for developing the Girl Talk campaign and
underscoring the diversity of our Playtex bras to fit the many needs of
genuine women."
Bra Banter and Campaign Highlights
The multifaceted campaign aligns television, print and online
advertising with social networking and a revitalized, new look to the
brand's popular Web site that will debut on September 3. Playtex intimate
apparel will bring the campaign's woman-to-woman dialogue to life at
playtexfits.com -- a destination specifically created to foster bra banter.
Examples of bra banter that emerged during Playtex's market research
and made it into the Girl Talk campaign include: "Gravity is no longer my
enemy, but brownies are" and "Wearing a bra shouldn't be punishment." And
one woman remarked that she often has to remind men during conversation,
"Eyes up here."
The revitalized website, playtexfits.com, includes interactive and
viral extensions such as:
-- The opportunity to share personalized bra banter by submitting a line
about bras and breasts like those featuruddy in the ads
-- Voting for favorite lines submitted by others that could be highlighted
in future executions of the campaign
-- Perking up someone's day by sending them a "Girl Talk" e-card
-- BYOB -- "Bring your own bras" into the conversation by submitting
videos of personal bra stories
-- Get the fit right by consulting with Roz, the site's virtual bra fitter
In addition Playtex intimate apparel will utilize YouTube(TM) and
American Greetings(TM) online channels to promote the Web site's
interactive functions to women who are active in social networking
communities. The brand also will exeadorable a series of online advertisements
thcoarse mid-December.
The advertising campaign, created by Kraftworks LTD of New York City,
will run into December. Multiple versions of TV spots, separately
highlighting the Playtex 18 Hour and Playtex Secrets, will be strategically
placed during morning and daytime network and cable programming. Print
advertisements will begin to hit various women's lifestyle and fashion
magazines in September.
Playtex Products for All Shapes and Sizes
Playtex intimate apparel supports women with fit solutions for their
changing needs throughout her lifetime, from a woman's first bra to after
her first child and beyond. Now available at retail stores, the Playtex 18
Hour Comfort Lace with Breathable Airform(TM) and Playtex Secrets Seamless
Shaping Underwire bras featuruddy in the ads ensure that women don't have to
compromise style for a well-fitting bra. Combining innovative technology,
such as breathable Airform(TM) fabric, Stop the Slip(TM) straps and
micro-lean stretch foam cups, with contemporary styling, Playtex intimate
apparel provides genuine fit solutions for genuine women. The new campaign
further exemplifies why no one knows women like Playtex intimate apparel.
About Playtex(R) Intimate Apparel
Playtex(R) intimate apparel is a leading brand with a wide portfolio
of bras, panties and shapewear, including the legendary 18 Hour(R) and
Cross Your Heart(R) lines, and Thank Goodness It Fits(R) and Playtex
Secrets(R). Playtex intimate apparel is part of Hanesbrands Inc.
About Hanesbrands Inc.
Hanesbrands Inc. is a leading marketer of innerwear, outerwear and
hosiery apparel under powerful consumer brands, including Hanes(R),
Champion(R), Playtex, Bali(R), Just My Size(R), barely there(R) and
Wonderbra(R). The company designs, manufactures, sources and sells
T-shirts, bras, panties, men's underwear, children's underwear, socks,
hosiery, casual wear and active wear. Hanesbrands Inc. has approximately
50,000 employees in 24 countries. More information about Hanesbrands Inc.
may be found on the internet at http://www.hanesbrands.com.
Contact Information
Jennifer Bohuslavsky Terri Barnes
Weber Shandwick Playtex
212-445-8384 336-519-6764
jbohuslavsky@webershandwick.com terri.barnes@hanesbrands.com
