PR PLAY OF THE WEEK: Frederick's 20th is a thong of beauty

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.

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