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Playtex Cross Your Heart
Is that a Playtex under there?

RAN IN: United States

CLIENT
Playtex Apparel, Inc.

AGENCY
DDB Chicago *Lead Agency


SUMMARY

By changing the rules of the game from "a pretty bra" to "a pretty you", we're able to get women to stop and think about what they really want from a bra in the first place, which is to express "the real me" and look great in their clothes. Cross Your Heart's "Is that a Playtex under there?" campaign has met and surpassed its goals for the style being introduced and has lifted sales of the entire line. Despite the lack of real product news and decreased media funding, Cross Your Heart's momentum is more than just being sustained -- it's growing.


Language: English