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Maidenform implements 'This Feels Right' brand building initiative

26
Mar '08
Maidenform Brands Inc, a global branded marketer of intimate apparel, announced that the Company will launch its new national advertising campaign on April 1, 2008. This integrated campaign, entitled This Feels Right, will be implemented through focused national print, digital and out-of-home marketing strategies. The VIA Group, Maidenform's advertising agency retained in June 2007, will be partnering with Maidenform in executing this brand building initiative.

Initial positioning for the This Feels Right campaign will be "Out With the Old. In With the New." In this campaign, Maidenform's new Breakthrough Backless Bra will be the first product featured, which was created by Elaine Cato, who appeared on ABC-TV's American Inventor. Throughout the remainder of 2008, the Company will then utilize the This Feels Right positioning to support the introduction of other innovative Maidenform products that are scheduled to launch throughout the year.

"We are excited about our new campaign initiative that will reinforce Maidenform's ongoing commitment to build upon our strong brand equity in the marketplace," said Maurice Reznik, President of Maidenform. "We have redeployed our marketing for Maidenform with the focus to further contemporize the brand, and tap into a lifestyle that connects with our current customer and targeted consumer base."

Print elements of the campaign will appear throughout the year in publications including Cosmopolitan, Glamour, Peopleen Espanol and InStyle. The digital campaign will appear in venues such as MySpace.com, in addition to women's lifestyle, fashion, entertainment and celebrity portals. Out-of-home strategies include a billboard along a heavy trafficked highway upon entering New York City and locker room installations at specific health clubs in San Francisco and New York.

"Maidenform has a rich history of introducing innovative products with breakthrough marketing," said Greg Smith, VIA's chief creative officer. "We wanted to capture this robust history, while reaching women in a way that is new and exciting. Utilizing specific communication channels and distinct creative, we will be able to reach Maidenform's audience to maximize highly impressionable messages."

Maidenform Brands Inc


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