Vassarette Lingerie Line Gets Wal-Mart Support
VF INTIMATES’ Vassarette this summer will launch RealSexy, a new sub-brand of value-priced lingerie. Wal-Mart will distribute the bra and panty collection exclusively through spring 2005.
A supporting campaign, created in-house with SFI Creative Group, New York, includes print, packaging, Internet and direct mail in August to three million Spanish-speaking households. Spend was not revealed, but is estimated to be at last year’s level, which was $1 million, per Nielsen Monitor-Plus.
Creative takes a pin-up approach, with updated images inspired by the glamour-girl icons of Alberto Vargas, Gil Elvgren and George Petty in the ’30s, ’40s and ’50s. “Visually, we’ve gone from being bland to more colorful and playful,” said Michael Cohen, creative director for VF Intimates, a division of VF Corp.
Ads will launch in August and run through October issues of Cosmopolitan, Glamour, Lucky, Latina, People and Redbook. Print may extend through year-end.
Two print executions show models wearing the product against a racy red background with the tagline, “Naughty or nice. You can’t believe everything you hear.” Copy reads, “Vassarette. Sexy. Fun. 24/7″ and includes playful descriptions such as, “New! RealSexy Shimmer. Flirty, flaunty, sparkly thongs, bras and things to take a shine to.”
The print look carries through to packaging for an integrated effort. That distinguishes RealSexy from other Vassarette products via a distinctive black background. However, it incorporates the brand’s color circles, which are used throughout the entire product line to identify bra styles, such as red for pushup and orange for underwire. The sexy Vassarette V logo also appears on packages and in the ads.
“Our target is the budget-minded intimate apparel enthusiast who can be any age,” said Miles Bohannan, director of marketing. Bras will sell for $9, panties for $3.
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