OHC worked with Playtex Bras to launch its new integrated marketing campaign asking women to Be Uniquely You. Playtex’s new creative campaign reflects the positive and emotional connection Playtex 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. Read about the campaign in USA Today.
OHC also helped to create a crowd-sourced “Braclaration of Independence,” a bra wearers’ manifesto to highlight the pursuit of bra happiness. Starting May 31, 2013, Playtex encouraged women to let their voices be heard by contributing content on their website. More than 9,600 women have joined the conversation. On July 1, Playtex revealed the crowd-sourced “Braclaration of Independence” and invited women to ratify it. More than 14,000 women signed the Braclaration. Read the Braclaration of Independence.