While the modest print and web campaign won't break any records for its size, it's still the first major push for the Kayser-Roth-owned company, which has hardly advertised since 2003, when spending was $304,000.
No Nonsense, which makes socks, tights, sleepwear panties, bras and body shapers, is aiming to shed its matronly reputation with a series of ads showing young women in the bathroom or running around in knit dresses with the copy "She:" followed by a series of descriptors such as "can't live without chocolate, paints her toenails red, is a creature of comfort ... wears panties made for that."
Celebrating the concept
"We developed a campaign that celebrates the concept of No Nonsense while introducing women to new categories of No Nonsense products," said Denzil Strickland, creative director of the brand's agency, Garage, Winston-Salem, N.C.
The campaign will run in fashion and lifestyle magazines such as Glamour and InStyle. A possible boon for No Nonsense is that some of its mainstay garments have gone from boring to the height of fashion. Consider bikini briefs, tights and shapewear.
Still, the company's decision to recommence advertising is the result of successful brand expansions. "We're a multicategory brand now," said Julia Townsend, exec VP 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."
No Nonsense also will launch a new website in tandem with the ads, which will first appear in November issues. The site will contain interactive components that help women choose the undergarments that go best with the type of clothing they wear -- for example, a T-shirt bra with a cotton shirt.