Jockey introduced a revolutionary women’s underwear line designed with microfiber fabric and a unique leg binding to deliver a smooth, seamless appearance that was panty line-free: the No Panty Line Promise Collection (NPLP).
Rolling out exclusively to select stores in the Federated Department Stores chain (now Macy’s), the NPLP Collection needed to be introduced in grand fashion, albeit on a tighter budget than recent stunts staged by competitors such as Wonderbra and Victoria’s Secret.
Our Solution:
Playing with the theme that NPLP “rescued” women from the dreaded visible panty line, we collaborated with Jockey marketing executives to create Millennia, a superheroine character played by an unknown actress who would make appearances at product demonstrations held at Federated stores in four major markets: New York, San Francisco, Atlanta and Seattle.
The event concept involved a branded Jockeymobile in which the superheroine rode around each city distributing invitations to consumers in high-traffic locations. The Jockeymobile delivered her to the store, where she was greeted by noted TV fashion expert Lawrence Zarian – our event host --- and escorted to the Jockey department for a demonstration of the product’s benefits on models sporting “before” and “after” versions of identical outfits, one showing obvious panty lines and the other looking smooth under her clothes wearing NPLP.
Fineberg Publicity’s pre-event media blitz secured coverage in newspapers and morning news programs in each market throughout the four-week launch period. Our long-lead pitch campaign, meanwhile, generated product stories in key women’s magazines such as InStyle, Redbook and Good Housekeeping, keeping Federated’s Jockey sales brisk and making the Jockey No Panty Line Promise Collection one of the big lingerie stories of the year.
