Laspata/DeCaro Breaks Maidenform Ads

NEW YORK Maidenform, a 77-year-old player in the now $12.4 billion intimate-apparel business, will return to advertising after a three-year absence with a campaign touting its updated products. The estimated $6-7 million effort, which includes print, outdoor and point-of-purchase, launches from Laspata/DeCaro in November publications and will continue next spring.

Creative by the New York shop resurrects the “I dreamed” tagline that characterized the brand’s work in the 1950s and ’60s but seeks to make it more relevant to today’s consumer. “The ads achieved iconic status at the time, but with themes such as ‘I dreamed I was Cleopatra floating down the Nile,’ they are irrelevant for today,” said creative director Charles DeCaro. “We updated and improved the campaign to make it more realistic and make an emotional connection with consumers.”

Four executions that vary in tone from realistic to humorous and romantic will revolve around such themes as “I dreamed he loved me” or “Today I dreamed every day was Sunday.” Creative features an updated “M” icon along with the Maidenform name. Ads will run in 15-18 publications, including Marie Claire, Vanity Fair, Glamour and Vogue. Outdoor in New York supports.

The privately held company, with an estimated $140 million in annual sales, makes the top-selling bra in department stores, according to NPD Group. Since its emergence from bankruptcy protection in 1999, Maidenform has focused on product innovation and repositioning its brands, which include Lilyette and Flexees.

“Maidenform is an iconic American brand that had become a little dusty,” said Liz Morris, client vice president of marketing and advertising. “Now the product is right, and the company is primed to take off.”