Playtex was in a rut. The bras were perceived as "big lady" bras. Not fashionable, not fun and definitely not something any self-respecting woman would want to wear.
Through a series of research groups, we learned what big busted women thought of their breasts. And what they had to say was hilarious, truthful and completely inspiring. We turned these insights into the successful 'BRA TALK" campaign.
With sharp dialogue and clean photography, the previously uncool perception of Playtex was now transformed into the confiding, warm, funny voice of your best girlfriend. Women see themselves in these women and this messaging. That joy and recognition, is reflected in dramatic uptick in Playtex sales.
- Project Roles
- Copywriter, Creative Director
- Copywriting, Creative Strategy
- Advertising, Commercials - Video
- Project Industries
- Fashion, Retail