Playtex: Be Uniquely You

Silver Anvil Winner: Integrated Marketing

OHC has a long-standing partnership with Hanesbrands. Our work with Playtex included integrated marketing, national PR, business PR, and fashion blogger relations.

Iconic bra brand Playtex is a powerhouse in the $5.4 billion bra category and is one of the top three bra brands in units sold. however, the category was down and Playtex was down slightly more because retailers had a dated perception of the brand. Its current consumer was aging because Millennial women perceived Playtex as the maker of their mother’s (or grandmother’s) bra – offering support without style. Playtex needed to change the conversation among younger women and bring awareness to their evolved positioning and modernized portfolio.

OHC leveraged the new integrated marketing theme of “Be Uniquely You” and the timing of its launch on July 2, 2013 with a “Braclaration of Independence.” To grow awareness of the new Playtex positioning among new and current consumers as well as retailers, we created a two-phase campaign that asked women to share their bra hopes and dreams and then revealed their crowdsourced Braclaration that celebrated their pursuit of bra happiness.

This two-month integrated marketing campaign increased sales and secured placement in more than 860 new retail doors. We generated 365 million impressions, including more than 38 million traditional and online media impressions such as a high-profile national business exclusive in USA Today on July 2. While a USA Today story might not traditionally be used to reach younger consumers, our strategy was to drive social chatter with a high-profile media hit. Coverage included a feature article on Gawker, a BuzzFeed-featured video from contributor NowThisNews and engagement on Twitter with pop-culture influencers like Patti Stanger, The Millionaire Matchmaker on E!. Millennial reach also included 1.4 million social media impressions, more than 576,000 blog impressions. More than 85,000 women signed the Braclaration of Independence, 24 percent were ages 18-34.