Case Study: Playtex boosts sales and retail expansion with O'Malley Hansen Communications

Playtex boosts sales and wins 860+ retail doors with O'Malley Hansen Communications

The iconic bra brand Playtex, a top-three brand in its category, faced a challenge as retailers and younger Millennial consumers held a dated perception of it as their mother's or grandmother's brand. O'Malley Hansen Communications was engaged to execute an integrated marketing campaign to modernize this positioning and engage a new generation of consumers.

O'Malley Hansen Communications developed and launched the "Be Uniquely You" campaign, timed with a "Braclaration of Independence" theme. Their two-phase strategy leveraged a high-profile national media exclusive to spark social chatter, coupled with targeted outreach to fashion bloggers and digital influencers. The solution successfully generated 365 million total impressions, drove significant social media and blog engagement, and secured product placement in over 860 new retail doors. Crucially, the campaign engaged a younger demographic, with 24% of the over 85,000 women who signed the Braclaration being ages 18-34, and contributed to increased sales.

Playtex