• Just-Style.com, Friday, March 28, 2008 12:15 PM

Maidenform is set to roll out a new national ad campaign tagged "This Feels Right" that will spread across print, digital and out-of-home. The first executions are themed: "Out with the old. In with the new," and feature the company's new backless bra. But the overall campaign pulls in other new Maidenform launches through this year. Print ads will run in magazines including Cosmopolitan, Glamour, People en Español and InStyle, while digital is set for MySpace, along with women's lifestyle, celebrity, entertainment and fashion sites.

"We are excited about our new campaign initiative that will reinforce Maidenform's ongoing commitment to build upon our strong brand equity in the marketplace," says Maidenform President Maurice Reznik. "We have redeployed our marketing for Maidenform with the focus to further contemporise the brand, and tap into a lifestyle that connects with our current customer and targeted consumer base."

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