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Barker was tasked with launching Maidenform’s newest collection, M, with a specific focus on a younger, hipper audience. So we pulled out all the stops and created a maximalist music video with our new product at the center of it all. We partnered with Princess Nokia, a music artist the younger demographic loves, to create an original track for our video. The lyrics were centered around our platform idea, Craveable Intimates, and hit on the M product line’s RTBS.
HBI was on a mission to reignite their intimates brands starting with Maidenform and the launch of a sub-brand, M. Reaching a younger demo with this collection, we invite women to indulge in a deliciously over-the-top experience that goes beyond your average bra and underwear ad and gives them permission to unapologetically embrace who they are for themselves (not for anyone else’s gaze). This launch had to do several things: from cement our new positioning as a brand, to introduce a collection, and leave the consumer with some real RTBs to seek it out.
Inspired by the product designers’ description of the fabrics, we built a brand language around the visceral descriptions of the yummy, buttery, comfy fabric. The language led to a platform, Craveable Intimates, and that platform lead to a maximalist video and a catchy, on-brand song that you just can’t get out of your head. Craveable Type by Princess Nokia brings to life our products’ RTBs, our brand language, and perfectly punctuates purposefully playful moments in our over-the-top video. Lyrics like “Cuz I’m cute like a bunny” coincide with visual moments featuring a plush room full of adorably soft bunnies, bringing our soft fabric to life in a truly memorable way.
