• Associated Press via Yahoo, Friday, August 31, 2007 12:30 PM

In its latest ad campaign, Playtex is focusing on the candid conversations women have about their chests -- and the euphemisms they use -- to help them find a well-fitting bra. "We uncovered that women of all shapes and sizes talk about their bras and breasts in funny, witty and candid ways," says Vicki Seawright, marketing director for Playtex intimate apparel. "We found that women are proud of their bodies and really confident about themselves."

The new effort, themed "Girl Talk," is one of the largest the brand has ever undertaken and will run across television, print and online starting next week. Among the tags are "gravity is no longer my enemy, but brownies are," "wearing a bra shouldn't be punishment" and "eyes up here."

The company also plans to use YouTube and American Greetings to "support" its 18 Hour bra and Secrets product lines. The media plan, Seawright says, shows "the diversity of our Playtex bras to fit the many needs of real women."

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