Underwear brand Warner’s is considering hiring an advertising agency and embarking on its first ad campaign after drafting in sister company Lejaby’s marketing director to look after the Warner’s brand.
The move could herald a new image for the product, which competes with heavily advertised brands such as Playtex’s Wonderbra and Affinity bra. The company has used occasional press executions over the past six years. A spokeswoman for Warner’s says it does not retain an advertising agency, but is considering appointing one.
Pat Taverner is now sales and marketing director for both the Warner’s and the Lejaby lingerie brands. Warner’s and French label Lejaby are both owned by US parent company Warnaco Group Inc.
Both Warner’s sales director Richard Macey and marketing manager Pippa Neal have left the company within the past few months.
Any move on Warner’s advertising will be passed by Warnaco’s chairman and chief executive Linda Wachner in the US.
Warnaco also owns the Calvin Klein underwear and men’s jeans brands, Nancy Ganz BodySlimmers underwear and Chaps menswear by Ralph Lauren.
The company ran into controversy last month when the advertising campaign for its new range of Calvin Klein underwear for children in the US was pulled after complaints that it could appeal to paedophiles.
Pretty Polly News Analysis, page 20