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Research Supports Playtex Push
Bra brand Playtex is to launch a multimillion-dollar ad campaign and relaunch a microsite encouraging online consumer discussion, on the back of a two year research programme.
 The 'Girl Talk' campaign, billed as one of the largest marketing programmes in the brand's history, includes online, print and TV advertising, combined with consumer-generated content and viral marketing.
Vicki Seawright, Marketing Director for Playtex Intimate Apparel, explains: 'After two years of in-depth research with our consumers, we came to understand how women truly feel and speak about bras and their bodies... While the campaign uses traditional media outreach through TV and print ads, our research shows that women are using the web to seek out their solutions'.
As part of the initiative, Playtex is relaunching its www.playtexfits.com microsite to encourage exchange of ideas among consumers about their hunt for the perfect-fitting bra. Site visitors will have the opportunity to submit comments about bras and vote for their favorite comments submitted by others. The site will also include a virtual bra fitter named Roz.
She added that the campaign has been designed to encourage women to share their thoughts through a variety of channels. 'The priority was to capture the reality of 'girl talk' and the research uncovered 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.'
The microsite's new interactive functions will be promoted on YouTube and American Greetings. Print ads will debut in women's lifestyle and fashion magazines later this month, and drive consumers to the microsite.
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