Wiley Plays With Healthtex Children’s Clothes

Traditional advertising generally is brand-driven. But a new ad campaign from woman-focused agency Wiley & Associates for Healthtex children’s clothes has affected the product’s development.
The shop’s estimated $5 million broadcast and print effort uses a strategy that conveys the message to mothers of young children that Healthtex recognizes the important role of play clothes in a child’s development. Healthtex designers are subsequently incorporating new features into the clothes–such as reinforced knee areas on pants–that encourage kids to play hard.
TV and print ads show youngsters in typical play activities like swinging on a hanging tire and playing in the mud. The new tag is, “Playclothes for life’s little lessons.”
“The campaign speaks to the heritage of Healthtex’s play clothes,” said Caryn Wiley, president of the Westlake Village, Calif., shop.
TV ads are airing on the PBS program Zoboomafoo, which is being sponsored by the Greensboro, N.C.-based company. Print ads break in parenting magazines next month.