NEW YORK: Playtex, the long-running brand of women's products, has launched a new effort geared towards interacting with customers in a more realistic way.
"Girl Talk" kicks off today with the launch of a new Web site PlaytexFits.com, as well as television and print advertising supporting the new campaign nationally, said Vicki Seawright, director of marketing.
"We have done a lot of research over the past couple years," said Seawright. "We really wanted to celebrate the way real women talk about their bras, their bodies, and the never ending quest to find that perfect bra."
The new site will encourage consumers to submit videos of personal bra stories, in addition to other interactive elements.
On Friday, the Playtex communications team will bring the site to life at a Fashion Week tent in New York, by inviting people to use a "personalized bra fitter" or get filmed talking about bras or breasts.
Weber Shandwick is providing assistance for the campaign.