Home / Knowledge / News / Apparel/Garments / Playtex unveils “Be Uniquely You” women's campaign
Playtex unveils “Be Uniquely You” women's campaign
04
Jul '13
Playtex Bras, one of America’s best-selling bra brands, is launching its most comprehensive marketing effort with a new campaign, Be Uniquely You. The campaign celebrates women’s uniqueness and individuality and reinforces women’s positive and emotional connections to the iconic brand. The campaign, including television advertising, launches July 8, 2013, and coincides with an ongoing evolution of the product portfolio that includes more variety in styles, silhouettes, colors and sizes for appeal to a broader audience.

“Women love and trust the Playtex brand because we recognize that a woman wants a bra that matches her personality, allows her to show her individuality and provides the fit and support she expects from Playtex,” said Tricia Bouras, director marketing, Playtex Bras. “Our new integrated marketing campaign, combined with the new styling and silhouettes, appeals to a broad range of women of all ages, skin tones and bra sizes.”

Integrated Marketing Campaign

Over the coming months, women will see elements of the more than $10 million integrated marketing campaign at every consumer touchpoint, including the products, packaging, advertising, website and social media. The campaign includes:

The new creative Playtex campaign, Be Uniquely You, created by longtime agency partner KraftWorks NYC, reflects the positive and emotional connection the Playtex brand has with real women. The campaign features relatable, healthy, confident women versus the provocative types featured by other bra brands. In the 30-second spot, four women are wearing the latest Playtex styles while each woman is situated in a unique environment with cues from the color, pattern or fabric of the style she’s wearing.

The advertising campaign will first run during Good Morning America on Mon., July 8 and continue on popular network shows including The Bachelor, America’s Got Talent and The Chew and cable networks like ABC Family, Oxygen and Nick@Nite. In addition, online video and digital advertising will target the broadened consumer audience.

Just in time for the Fourth of July, the Playtex brand revealed a crowd-sourced “Braclaration of Independence,” a bra wearers’ manifesto to highlight the pursuit of bra happiness. Since May 31, 2013, the Playtex brand has been encouraging women to let their voices be heard by contributing content at www.playtexfits.com. More than 9,600 women joined the conversation. On July 1, the Playtex brand revealed the crowd-sourced “Braclaration of Independence” and is inviting women to ratify it. Ratification is open July 1 through Sept. 30, 2013. Women who ratify between July 1-Aug. 12, 2013, will be eligible to enter for a chance to win one of 100 Playtex bras. No purchase necessary. See official rules for details.

“Playtex is a powerhouse intimate apparel player with the most loyal consumers in the category,” said Howard Upchurch, president of innerwear for HanesBrands, which owns the Playtex bra brand. “Our investment, the new television creative and the integrated communications support behind it is unique in the category but completely right for this iconic brand.”

Must ReadView All

Courtesy: H&M

Apparel/Garments | On 30th Mar 2017

H&M group's sales increase 7% in 3 months to Feb '17

The H&M group's sales including VAT amounted to SEK 54,369 million...

Textiles | On 30th Mar 2017

India Inc should work for July 1 GST roll out: Fin sec

The Goods and Services Tax (GST) will take India into a very exciting ...

Textiles | On 30th Mar 2017

Lok Sabha approves 4 supplementary GST legislations

The Lok Sabha has approved four supplementary Goods and Services Tax...

Interviews View All

Manuj Terapanthi
Texaura

Transparent supply chain and fair trade will boost sustainable market

C Kamatchisundaram
Voltas

ITME is an occasion not only to receive new leads but also to work on...

Frank Gossmann
Rotorcraft AG

‘RT3 motto is: Do not check millimetres, check colours.’

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search