M&S launches lingerie campaign

Marketing, Thursday, 17 April 2003, 12:00am,

Marks & Spencer is launching its first stand-alone lingerie campaign, a press and poster drive, that sets out to express the essence of femininity and is aimed at women, rather than men. The posters will initially appear in runs of six - as Tube posters positioned in a row and on consecutive magazine pages - and then as runs of three. The advertisements, by Rainey Kelly Campbell Roalfe/Y&R, will break in celebrity magazines Hello!, OK!, Heat and Now, on April 21. They promote a wide range of lingerie, including Wild Hearts Underwear, sportswear and sleepwear and have captions such as 'Flirty Girls', 'Sporty Girls', 'Dreamy Girls' and 'Irresistible Girls'. M&S's underwear is the leader on the high street, but its collections have only been advertised as part of wider fashion campaigns in the past. Media is by Walker Media.