LOS ANGELES: Although many style mavens - in the wake of chick
flick Bridget Jones's Diary - have been proclaiming the return of "big
knickers," Frederick's of Hollywood has turned a deaf ear and proudly
promoted the 20th anniversary of the scanty panty known as the
Frederick's claims to be the first company to have brought the thong to
the American mass market. Previously, the wispy garment had only made
appearances in places like Rio.
The 20th anniversary took the media by storm. B-roll featuring scantily
clad ladies proved impossible for station directors to resist, as was a
radio promotion devised by Frederick's and its PR agency, Jacobson
Communications, which give away 100,000 anniversary thongs.
Print outlets slavered over figures that showed thong sales have risen
from 5% of the panty market in 1981 to 90% today. (Uncannily, the sales
graph seemed to be in the shape of a thong.)
TV, radio, and press outlets gave the story blanket coverage, with
Frederick's CEO Linda Lore appearing on Fox News Channel to talk about
the lingerie market.
Other outlets carrying the thong-in-cheek news included the AP,
Flashwire, CNN, Baltimore's The Sun, and the LA Times, among others.
"The client was ecstatic," reported Seth Jacobson of Jacobson
"The company had gone through Chapter 11, and we are rebuilding it. This
is the first of six to eight major projects over the next eight months."
He added that the thong story had driven people to the Web site and into
stores, and was continuing to gain steam.