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."