Laspata/DeCaro Breaks Maidenform Ads

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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.

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