Playtex to launch new version of Wonderbra

Playtex is launching a new version of its famous Wonderbra to bring the brand into the everyday bra market.

The product is an attempt by Playtex to keep the Wonderbra brand alive and sales buoyant now that the media attention which surrounded TBWA’s controversial “Hello Boys” campaign in 1994 has died down.

Playtex has been working with brand development agency Interbrand on plans to exploit the strong awareness which resulted from the 1994 campaign. Playtex is also exploring the idea of launching a range of Wonderbra-branded swim-wear, and a teenage range.

The new product, to be launched to the trade in July in time for the autumn fashion season, will have an ad campaign from Playtex’s new agency EURO RSCG.

Playtex’s managing director for the UK John Dixey confirms the company is working on a new product range, but refuses to provide specific details of what they will be.

He says Eva Herzigova will continue to represent the original Wonderbra but that Playtex will consider introducing new models for the launches.

News Analysis, page 20

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