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ATLANTA Playtex this week launched the last in a triptych of campaigns aimed at transforming the 70-year-old brand’s image from the utilitarian undergarment that held aloft Jane Russell’s bosom to a sleek undergarment for today’s 30-somethings.
The latest national marketing push supports the Winston-Salem, N.C., apparel maker’s “Thank goodness it fits” line, the first that allows women to choose among half sizes when selecting a bra cup. Two spots from Kraftworks in New York, in 15- and 30-second versions, feature French model and actress Noemie Lenoir dancing to a re-recorded version of Sly and the Family Stone’s “Thank You (Falletinme Be Mice Elf Agin).”
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