Lily Drums Up Support for Bra Launch - Brief Article

Brandweek,  Jan 22, 2001  by Sandra Dolbow

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Lily of France, which revamped its rather staid image with last year's daring X-Bra ads, will mine the same edgy territory with its RockOnColor entry, backed by print ads and a cross promotion with CDnow.com.

Creative, via D'Arcy, New York, dials up the music theme in print ads with bright images and witty copy Some border on the risque, including two turntables meant to evoke the female form.

Chris Fuentes, vp-marketing, said the product called for a lighthearted approach. "We have become an unpredictable brand to our retailers," he said. "The idea is to have fun with the brand and help our retail community get to know the customer."

RockOnColor bras contain less underwire than traditional bras. Marketing plays up the music connection, rather than the technical advance. Consumers who purchase two bras will receive an email gift certificate worth $10 at CDnow.com.

Ads break in April issues of Mademoiselle, Cosmopolitan, People and Entertainment Weekly with wild postings in urban locales. Fuentes declined to list the spend but said it would double last year's. Lily of France spent $1.2 million in 1999 and $1.5 million Jan.-Sept.,2000, per CMR.

COPYRIGHT 2001 BPI Communications, Inc.
COPYRIGHT 2001 Gale Group