Playtex Intimate Apparel Gives Women A Lift (and A Laugh) With " [13+]

New Ad and Marketing Campaign Dares to Go Where No Bra Maker Has Gone Before

Playtex® intimate apparel, America's most trusted bra brand, announced today the launch of an innovative and expressive advertising and marketing campaign called "Girl Talk," in which 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.

"Our new campaign harkens back to our innovative marketing roots when Playtex intimate apparel was the first bra brand to advertise nationally on television—back in 1954—and did so with a great-fitting bra and a touch of humor," said Vicki Seawright, marketing director for Playtex intimate apparel. "Flash forward to 2007 and you see Playtex intimate apparel at the forefront of bringing to life what women honestly say about their bras and breasts."

The multimillion-dollar Girl Talk campaign, one of the largest marketing endeavors in the brand's history, launches Sept. 3 and will support the Playtex 18 Hour® and Playtex Secrets® product lines. The multidimensional marketing campaign will include television, online and print advertising, as well as Internet-based social networking and Web site initiatives.