• Likely YouTube Spoofs Should Power New Playtex Bra Campaign to Success


    I think Playtex is going to score big time with its humorous new ad campaign entitled "Girl Talk."

    The essence of the campaign is summed up below:

    "We uncovered that women of all shapes and sizes talk about their bras and breasts in funny, witty and candid ways," said Vicki Seawright, marketing director for Playtex intimate apparel, which is part of Winston-Salem-based Hanesbrands Inc.

    The ads will showcase women having funny, honest chats about their breasts, including using nicknames for their breasts intended only for the privacy of their own conversations. (You now see the voyeuristic aspect of the campaign)

    Playtex intends to use conventional TV and magazine buys, but supplement or "support" as the company said, with YouTube video and American Greetings e-cards.

    Here's my bet: this campaign is going to launch some uproariously funny video spoofs on YouTube. And you know what: Playtex is going to love them all. In the age of viral video-enhanced brand marketing campaigns, Playtex is taking a smart approach. By having fun with their marketing and opening the door for others to do so as well, they dramatically enhance the chances of breaking this campaign out of the clutter and getting big time buzz. In short, this campaign seems well-positioned to be an advertising triumph. Let's see.

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