True&Co | Adweek
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Topic: True&Co

Type
Bra Company Tries to Reclaim the Acronym MILF for Mother's Day Please, think of the children!

Adrants draws our attention to this odd campaign by True&Co, an online bra outfitter. True&Co is trying to reclaim the pejorative acronym MILF. Specifically, they'd like to turn "Mom I'd…

May 3, 2013, 10:20 AM EDT

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