Charlotte, N.C. – The torture of an ill-fitting bra. The annoyance of a colleague’s eyes slowly moving south during a conversation. The toll gravity takes on “the girls.” Playtex is exposing the candid conversations women have about their chests, and the various euphemisms they use, in a new marketing campaign aimed at helping women overcome the challenge of finding a well-fitting bra.
The company’s solution: its intimate-apparel products.
“We uncovered that women of all shapes and sizes talk about their bras and breasts in funny, witty and candid ways,” said Vicki Seawright, marketing director for Playtex intimate apparel, which is part of Winston-Salem-based Hanesbrands Inc.
“We found that women are proud of their bodies and really confident about themselves,” Seawright said Wednesday, shortly after the campaign was announced.
The multimillion-dollar “Girl Talk” campaign – one of the largest in the brand’s history – will be spread across television, print and online advertisements beginning Monday. The ads feature women engaging in amusingly honest banter about their breasts, at times using nicknames usually reserved for when men aren’t around.
