This is the first major win for Sixty, the specialist division of Lexis PR targeting the over-50s, which was set up in February.
It has been charged with improving perceptions that the Playtex brand is old-fashioned and increasing visibility among its new core target market of women aged over 50.
Sixty has been hired for 12 months, to run a consumer PR campaign and press office activity.
Director Marilyn Wicks said her agency would target on and offline media as well as using some direct to consumer tactics. ‘We will work alongside retailers to drive sales and alter the brand’s perception. Playtex is an everyday comfortable bra for older women,’ she said.
She added: ‘Brands are so focused on what young women want that they forget there are 21 million people over 50 in the UK and this is set to rise in the next few years. Marketeers are missing a trick,’ she said.
UK marketing manager Marica Carleschi said: ‘There are many misconceptions around women aged 50+, but Sixty showed that it has the insights and understanding of our target consumers needed to deliver a successful PR campaign for us.’
DBApparel UK's other lingerie brands include Wonderbra.