Advertising has long had a high-profile sister act in Wrigley’s Doublemint Gum twins. Thanks to Saks Fifth Avenue, however, PR now has its own set of cute-as-a-button twins - and Saks has a coveted PR Play of the Week trophy on its mantle.
Advertising has long had a high-profile sister act in Wrigley’s
Doublemint Gum twins. Thanks to Saks Fifth Avenue, however, PR now has
its own set of cute-as-a-button twins - and Saks has a coveted PR Play
of the Week trophy on its mantle.
According to publicity director Michael Macko, the retailer was looking
for a clever way to hype the Ultimo Bra, a new cleavage-enhancing bra it
rolled into the States last week. But with no sag in sight for the bra
market - no pun intended - Saks wanted its new offering to stand out
from the crowd.
The company decided the best PR play for the Ultimo Bra would be to use
twins to show the difference between users and non-users. One twin would
wear the Ultimo Bra, the other would wear a generic model. People would
weep in the streets.
Alas, the plan wasn’t as easy as it sounds. Unable to find a suitable
pair of twins - pun very much intended - in New York, Saks brought over
the original Ultimo twins from Scotland, dressed them in bras and kilts
and put them in front of its flagship Fifth Avenue store last Tuesday
’We virtually stopped traffic on Fifth Avenue,’ Macko said. CNN (whose
reporter asked the models to switch bras to make sure the Ultimo was
really the cause of the difference in their appearances) chronicled the
festivities, as did Inside Edition and the local ABC affiliate.
Macko timed his bra busting-out party for TV’s sweeps period, knowing
what plays well during these ratings-sensitive times. ’It’s not a
coincidence that we launched in May,’ he says.
The twins have returned to Scotland, but the PR lift they’ve given the
dollars 58 Ultimo Bra isn’t over: ’We’ll get national pick-up,’ Macko