• by Tanya Gazdik , March 17, 2010

Supermodel and photographer Helena Christensen has signed on with Bali to be the face and body for the intimate apparel line's bras, panties and shapewear.

The Winston-Salem, N.C.-based company is introducing new products featuring its signature Comfort-U Back design. The feature ensures the straps and back stay in place. "We are excited to let women in on the secret to a great bra -- it's in the back," says Jennifer Stell, Bali senior marketing manager, in a release.

The "Back to Beautiful" collection launches with a national ad campaign featuring Christensen. The multifaceted advertising campaign, created by Kraft Works NYC, includes TV, print and online advertising, as well as Internet-based social networking. The tagline for the campaign is: "When you're wearing a great bra, U just know." Bali's overall tagline remains "Live beautifully."

The 30-second TV spot broke March 15 during "All My Children" on ABC. The black-and-white spot includes touches of color to emphasizing the "U" element in the copy and to highlight the bra's design. Christensen is shown wearing different items from the new product line. She speaks the last three words of the spot: "You just know." The spot is scheduled to air through Aug. 22. Bali ads last appeared on TV in August 2009.

Print is appearing in 10 publications:Vogue, O, Marie Claire, Redbook, Allure, Essence, US Weekly, Harper's, InStyle and Self. There will be 20 insertions over the year.

"Helena Christensen, with her unparalleled sense of beauty and confidence, was the perfect choice to be our Bali brand spokeswoman for our Comfort-U feature signature bras, as well as panties and shapewear," Stell tells Marketing Daily. "The most glamorous supermodels are the same as the everyday woman underneath it all."