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Attention, ladies! Playtex is on to the fact that we constantly are talking about, joking about, and otherwise obsessing over our breasts. Constantly, I tell you. And they’ve got a multimillion dollar campaign about it. Um, what? Is a 14-year-old boy the marketing genius behind this?
Yesterday, Playtex announced a new campaign aimed at “helping women overcome the challenge of finding a well-fitting bra.” That's a smart idea, since statistics show that 60-80 percent of women are shoving themselves into wrong sized bras. But it’s all downhill from there.
The “Girl Talk” campaign, noted as one of the largest in the company’s history, launches on Monday. Among other tactics we can look forward to over the holiday weekend are ads that feature women "engaging in amusingly honest banter about their breasts, at times using nicknames usually reserved for when men aren’t around.”
Huh? They seem to have their genders mixed here. I don’t recall sitting around with my female friends, just dying for the men to leave the room so we could throw around euphemisms about our “girls.” Come to think of it, I can’t think of single euphemism that we use. Playtex seems to think we're all trapped in the "Porky's" film oeuvre.
Because the horrors of the misguided campaign can’t be limited to traditional media, Playtex also will use YouTube and an American Greetings partnership to help "support" (yuk yuk) rather than promote the Playtex 18 Hour bra and Playtex Secrets product lines. And I quote:
“A woman can perk up a friend's day by sending a 'Girl Talk' e-card. Female consumers also can submit their own bra story under a link dubbed 'BYOB' (Bring Your Own Bras)."
Now, I ask you, how many women do you know who would want to send or receive a perky, breast-themed e-card? But, oh, how so many of us have had a hankerin' to pen an ode to bra straps and underwires and were just waiting for the opportunity to present itself. I call dibs on the title "Tempest in a D-Cup."
I contend the only real boobs involved in this campaign are those who came up with it. Am I alone?
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