'Girl Talk' ad campaign to swarm TV, online & print media
30 Aug '07
4 min read
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 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, includes interactive and viral extensions such as: • The opportunity to share personalized bra banter by submitting a line about bras and breasts like those featured 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 and American Greetings online channels to promote the Web site's interactive functions to women who are active in social networking communities. The brand also will execute a series of online advertisements through 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 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 and Playtex Secrets Seamless Shaping Underwire bras featured in the ads ensure that women don't have to compromise style for a well-fitting bra.
Combining innovative technology, such as breathable Airform fabric, Stop the Slip straps and micro-thin stretch foam cups, with contemporary styling, Playtex intimate apparel provides real fit solutions for real women. The new campaign further exemplifies why no one knows women like Playtex intimate apparel.
marketing@alchempro.com
