Playtex Apparel, Inc. (Encyclopedia of Major Marketing Campaigns)
700 Fairfield Ave.
LIVE MODELS Campaign
The Playtex Cross Your Heart bra, introduced in 1965, was reported to be the company's second best-seller next to the Playtex Eighteen Hour bra. Famous for its ability to "lift and separate," the Cross Your Heart bra was designed to achieve the "sweater girl" look popular in the 1960s.
Playtex relied heavily on television for the advertising of its girdles and bras. Actress Eve Arden was its spokesperson in television commercials from 1980 to 1985. In 1987, however, Playtex took a daring new tack when it began employing live models in its television ads. Grey Advertising created the ads, which showed very brief shots of women, seen from the waist up, clad only in a bra. The ground-breaking commercials were the product of an easing of network restrictions and helped to keep the Cross Your Heart brand in the public eye. Playtex also redesigned the product to appeal to contemporary tastes and updated its marketing, using well-known models like Lauren Hutton and Helena Christensen. In 1997 Playtex relaunched the Cross Your Heart line.
(The entire section is 2013 words.)
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