Playtex

The client brief 
To promote the launch of new Playtex bra collections in the NZ market, re-affirming the brand and also positioning the brand to include a new younger target market with new fashion styles and young ambassador International model Penelope Benson 

The product
Playtex is a range of fashionable bras for the fuller figure woman.
 
The campaign concept
We published strategic press releases to re-introduce the brand to the media. We have a major focus on launching two collections a year to the press, and we we work on monthly themes which includes establishing Playtex as the bra fitting expert through tips for wearing, fitting and washing, as well as promoting key styles and their benefits 

The outcome
We’ve taken Playtex from zero media placement to over $60,000 worth of exposure in the first 4 months. Playtex has received coverage in over 15 media outlets so far including NZ Women’s Weekly, Australian Women’s Weekly, Christchurch Press, Dominion Post and Beautiful You  

What the client says
‘I was recommended to use Product Placement for our Playtex brand by a friend in early 2011 and after having such a great result with this brand, have expanded the account to include Hanes and Donna Karan Hosiery. As I am based in Australia it is important to have experts on the ground in NZ, actively pursuing our interests and following up all opportunities.  Also, as a publicly listed company we have strict reporting requirements which have been regularly submitted by the team. Elysia (our account manager ) has a fantastic ‘can do’ attitude and I will continue to recommend Product Placement to everyone I know’.
- Celia Stephenson, Hanesbrands