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