Playtex Lifts and Laughs, Leaves Lasciviousness Behind

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Perhaps one of the most unsexy bra brands is doing exactly what an unsexy bra brand should do. It's talking about the mundane, utilitarian purpose of a bra. While Victoria's Secret goes on and on about it's intimate apparel, Playtex, along with brands like Bravissimo, is has left the coy, playful, tantalizing, metaphor-ridden approach behind and has focused on what a a bra actually does: comfortably supports the part of a woman's body that needs supporting.

Granted, this no-nonsense approach isn't new even for the company that pioneered bra advertising on TV way back in 1954 but the company has updated, modernized and uniquely positioned its brand to...oh, who are we kidding? We just wanted to write about bras again. OK, who else has got a recently launched bra campaign we can use to fill our daily salaciousness quota here at Adrants?

by Steve Hall    Aug-31-07   Click to Comment   
Topic: Brands, Campaigns   

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