PlusOne – Marketing Musings

Adland reports:

Yesterday, Playtex launched an advertising and marketing campaign called “Girl Talk” at playtexfits.com, where confident women talk about their breasts – often euphemistically as “the girls” – and the quest for finding a well-fitting bra that keeps the girls happy.

This is an interesting move by Playtex and is integrated into their mainstream advertising initiatives. It is based on a year’s worth of market research and is designed to help women engage in different ways in discussions about their boobs and bras.

From a male perspective – is there that much ‘girls’ discussion going on?

Much like other compainies are now doing, Playtex aims to make use of the market to come up with marketing content:

The revitalized website, playtexfits.com, includes interactive and viral extensions such as:

* The opportunity to share personalized bra banter by submitting a line about bras and breasts like those featured in the ads
* Voting for favorite lines submitted by others that could be highlighted in future executions of the campaign
* Perking up someone’s day by sending them a “Girl Talk” e-card
* BYOB – “Bring your own bras” into the conversation by submitting videos of personal bra stories
* Get the fit right by consulting with Roz, the site’s virtual bra fitter

Now while I am a big fan of consumer engagement, I am not convinced of the success likelihood of this one.

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