• Ad Age, Friday, September 28, 2007 12:01 PM

After years of almost no advertising, apparel firm No Nonsense has rolled out a modest print and Web campaign in a push by the company, which has barley advertised at all since 2003, when spending was just $304,000. No Nonsense makes socks, tights, sleepwear panties, bras and body shapers and hopes to lose a more matronly reputation with ads featuring young women in the bathroom and running around in knit dresses.

According to Denzil Strickland, creative director of agency Garage, "We developed a campaign that celebrates the concept of No Nonsense, while introducing women to new categories of No Nonsense products." The effort will run in fashion and lifestyle magazines like Glamour and InStyle. A company exec says the decision to begin advertising again results from some successful brand expansions.

"We're a multicategory brand now," says Julia Townsend and executive of Kayser-Roth. "Our products are designed for today's no-nonsense women. By advertising in high-profile publications, we can tell our story to a whole new generation."

Read the whole story at Ad Age »