No Nonsense shoot-out marks brand's ad return

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The makers of No Nonsense pantyhose will choose an agency next month to help the brand get a leg up on a declining market.

Kayser-Roth Corp. will meet with the Martin Agency, Richmond, Va., and McKinney & Silver, Raleigh, N.C., in a creative and strategic shoot-out slated to take place before the end of February.

Although No Nonsense has done virtually no advertising in recent years, new Italian parent Golden Lady plans to rebrand the line with an estimated $10-$15 million ad effort. The new campaign, which will include a focus on TV advertising, is expected to break in the fourth quarter. There is currently no agency of record.

The competing agencies referred calls to the marketer. Jed Holland, VP-marketing for No Nonsense, could not be reached for comment.

Golden Lady, the largest manufacturer and marketer of hosiery in Europe with $400 million in annual revenue and 600 retail locations throughout Europe, acquired Kayser-Roth in late 1998. The company was put on the block after its owner, Mexican hosiery manufacturer Grupo Synkro, ran into financial trouble and was taken over by the Mexican government in 1997.


No Nonsense's marketing efforts had been dormant during the past two years. According to Competitive Media Reporting, total media spending on the brand dropped from $4.5 million in 1995 to $51,000 in 1998. It received no support in 1999.

Hosiery sales suffered through the 1990s as working women took advantage of more relaxed corporate dress codes and switched to pants for office wear. Sales of sheer hosiery and tights fell 7.1% in 1999, to $2.3 billion, after a drop of 7.6% in 1998 according to figures from consultancy NPD Group.

Kayser-Roth isn't alone in preparing a new ad effort for hosiery -- online retailer also hopes to make strides in the legwear market. DDB Downtown, New York, recently was tapped to handle the legwear and legcare site; Avenue A's iballs, New York, was hired to handle media planning and buying.

The company will spend an estimated $10 million to $15 million on advertising through 2000. A print campaign will break in April consumer magazines such as Self, Vogue and W, while spot TV is slated for the end of February.

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