Gelling Together

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Plus-size model Jerri Morrison is no 21-year-old sylph. And that’s just what New York agency Kraftworks and client Playtex like about her.

Neil Kraft, founder of Kraftworks, described Morrison’s looks as being “aspirational but age-appropriate.”

“She really does speak to a 35-year-old,” said Fran Braun, vp of marketing for Playtex in Westport, Conn.

In point-of-sale and outdoor work, a TV spot, and a billboard going up in New York’s Times Square at the end of October, Morrison is gracing the introductory campaign for Playtex 18 Hour’s new gel-comfort strap technology.

Playtex is targeting the “35-plus” woman with the campaign, Braun said.







AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in