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

Two slabs of GST will affect Bengaluru garment units: SIGA

Apparel/Garments | On 23rd Jan 2018

Two slabs of GST will affect Bengaluru garment units: SIGA

The South India Garment Association (SIGA) has voiced its concern...

US FTC updates textile rules to drop obsolete requirement

Textiles | On 23rd Jan 2018

US FTC updates textile rules to drop obsolete requirement

The US Federal Trade Commission has eliminated an obsolete provision...

Indian textile industry at inflection point: Report

Textiles | On 23rd Jan 2018

Indian textile industry at inflection point: Report

The textile and apparel sector of India is at an inflection point...

Interviews View All

C Kamatchisundaram
Voltas

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

Yash Agarwal
Hitansh Online

Every market region has its own culture and trends

DK Sharma
Velocity Apparelz

We constantly communicate with employees at all levels

Urmil Arya

Sushila International, a well established textile organisation established ...

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Eric Scholler
Groz-Beckert

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

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

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

January 2018

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

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.1%
No
13.4%
Skip
17.5%

Total Votes: 97

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.9%
No
28.9%
Skip
7.2%

Total Votes: 97

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.6%
No
9.3%
Skip
3.1%

Total Votes: 97

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
8.2%
Skip
9.3%

Total Votes: 97


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search