Jockey launches campaign around its Rachel Zoe ‘Must-Haves’ range
Jockey, the underwear brand, has launched a new campaign around a collection curated by celebrity stylist Rachel Zoe.
Running with the strapline, ‘Redefining Comfort’, the campaign from Strawberry Frog comprises both a print and digital element.
The print ads use headlines such as ‘Comfort Just Got Chic,’ ‘Comfort Just Got Glam,’ and ‘Comfort Just Got Sleek’ to push the brand’s new positioning.
“For too long, women's underwear has been giving women too few choices. Comfort. Or glam. Not anymore. The new national Jockey advertising campaign is changing the category in fashionable ads that proclaim underwear for women just got comfortable and chic," said Scott Goodson, chairman of StrawberryFrog New York.
The digital ad takes a behind-the-scenes look at the photo shoot while Jockey’s social media, public relations and consumer activations will push the activity over the coming weeks.
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