A campaign for Playtex developed by the Lexis specialist 50+ insight team has won the Marketing to Seniors category at the 2012 Sabre Awards.
The campaign brief was to change the perception of the Playtex brand, building on its historic trusted name, but making it more relevant to a contemporary audience.
Lexis’ specialist boomer marketing division was recruited to provide insights into the attitudes and behaviour of this audience and to help revive media and retail interest in the brand.
Lexis selected This Morning presenter Ruth Langsford as brand ambassador. She was used at live events and photo shoots that played well with relevant media, including national coverage in News of the World, Daily Mirror and Daily Mail.
The cumulative media reach was in excess of 50 million contacts, according to Lexis.
A key success was Playtex being re-listed with John Lewis and Debenhams – two of the biggest lingerie retailers on the high-street, whilst overall daily traffic to www.playtex.co.uk increased by 41% during the campaign.
Despite the tough economic climate, new product ranges have sold well, with recent sales figures revealing an increase of 32% in the six-month period running up to February 2012.