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PLAYTEX GETS IN SWING OF THINGS WITH CD LINKED TO ITS NEW BRA

By Published on .

Marketer: Playtex Apparel, Stamford, Conn.

Effort: 18 Hour swing CD promotion.

Agency: in-house with DDB Needham Worldwide, Chicago

Twist: Capitalizing on the popularity of swing music, Playtex is giving away a free compact disc, titled "Hop to It," to customers this spring. The goal is to draw attention to Playtex's new 18 Hour Comfort Underband bra for full-figure women. Playtex this month will give away one free CD with the purchase of any two Playtex bras. The promotion is accompanied by a national TV campaign for the 18 Hour brand, featuring out-takes of actress Jane Russell. The campaign debuted in March.

Vital statistics: Point-of-purchase materials in lingerie departments of

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