| Title | Red Dress France |
| Agency | BETC Paris |
| Campaign | Red Dress - Sara Lee |
| Advertiser | Sara Lee |
| Brand | Playtex |
| Date of First Broadcast/Publication | 1999 / 3 |
| Product | Secrets |
| Business Sector | Lingerie, Underwear, Pajamas |
| Philosophy | Creative Strategy: Take the Playtex Secrets range out of the ghetto of “traditional control products” and help the brand build a new category of beauty beautifiers. Make Secrets a new tool of seduction, able to sculpt the new Playtex woman’s silhouette in a sexy and comfortable way. Conceive a new adventure for the Playtex “woman on the move” to continue brand rejuvenation and modernization. Media Strategy: Continue to seek differentiation in this field, too. Depending on the country, 50-78% of lingerie media investment is on press and billboards. Hence, the concentration of investments for Secrets TV. Results: The campaign continued the revolution/ modernization of the brand without affecting its high-quality image. Before the launch, 80% of the Playtex traditional firm support consumers were over 65. After launch, the +65 age segment went down to less than 50%. The Playtex Secrets brand increased its volume sales by 36% after campaign. In value, it increased its sales by 23%. |
| Problem | Marketing situation: Playtex, absolute leader in control garments, has always had an undisputed know-how and full legitimacy. The newborn market of modern control was in its beginning exclusively composed by flat tummy panties. The marketing opportunity for Playtex was to launch a complete range of control garments that offer several solutions in terms of zone and level control. Advertising Objectives: Re-launch Playtex Secrets brand, with the famous Playtex product performance but with new, fashionable lines, a breakthrough in the market vs. more “therapeutic” garments. Rejuvenate the concept of “shaping underwear” and recruit new, younger consumers. Continue to rejuvenate the Playtex image through its new positioning “for women on the move”. |
| Media Type | Television |
| Length | |
| Copywriter | Marithe Florean |
| Copywriter | Marie-Laure Billette |
| Art Director | Marithe Florean |
| Advertising Manager | Alberto Varani |
| Advertising Manager | Fabio Luxi |
| Account Manager | Mercedes Erra |
| Account Manager | Patricia Fernandez |