Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Playtex, the girls, and a new marketing campaign

Playtex is heading out to market with a new line of intimate apparel products. Their approach to these ads is somewhat unconventional – they are taking the conversations women typically have with their close friends and using it in the campaign called “Girl Talk”. Its interesting because I think it will really hit home with their consumers – both in the reality and humor of it.

Playtex, the girls, and a new marketing campaign

The torture of an ill-fitting bra. The annoyance of a colleague’s eyes slowly moving south during a conversation. The toll gravity takes on “the girls.”

Playtex is exposing the candid conversations women have about their chests, and the various euphemisms they use, in a new marketing campaign aimed at helping women overcome the challenge of finding a well-fitting bra.

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Filed under: Consumer, CPG, Women

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