NEW YORK — Maidenform has unveiled its new $6 million national print and outdoor advertising campaign.

Launched last week, it marks the first new ad campaign in several years and is the first stage in the rebranding of Maidenform. It plays on the heritage of the memorable “I Dreamed…” campaign of the Fifties and Sixties, which featured whimsical tag lines such as, “I Dreamed I Was A Fashion Editor In My Maidenform Bra,” and “I Dreamed I Was Wanted In My Maidenform Bra,” in a cowboy-inspired ad that featured a Jane Russell look-alike wearing a bullet-shaped bra while holding two pistols.

The new campaign, though, created by New York-based Laspata/DeCaro Studio, a full-service advertising and marketing agency headed by Rocco Laspata and Charles DeCaro, features “dreamy-looking” visuals of modern-day women in contemporary-looking lifestyle settings.

Laspata, who shot the ads, said, “We photographed the campaign in black and white utilizing back light to create an ethereal, dream-like environment. The expressions of individual dreams speak of a variety of emotions, from the whimsical and humorous, to the more serene.”

Maurice Reznik, president of Maidenform brands, said, “Now that we have successfully developed a stronger product line, it is an opportune time to build our branding efforts.” Maidenform exited from Chapter 11 status in June 1999 and has since successfully reentered the marketplace with a host of new, innovative product in the bra, shaper and women’s underwear fields. In May 2003, Maidenform completed a new three-year secured $60 million revolving line of credit with Congress Financial Corp.

At the time, Scott Graves, vice president of Oaktree Capital Management LLC, which owns Maidenform, noted the value of Maidenform had “tripled” in the last two years under the leadership of Tom Ward, Maidenform’s president and chief executive officer.

Regarding the longtime appeal of the 81-year-old Maidenform name, Manette Scheininger, senior vice president of marketing, merchandising and design, said, “Maidenform has always had a strong emotional bond with its consumers, and we feel this new campaign will only strengthen this bond and contribute to the continued success of the brand. Coupled with the introduction of the new campaign is an all-encompassing marketing strategy extending the message through a new corporate logo, hangtag design and point-of-sale materials.”The campaign kicked off with a billboard directly across from Maidenform’s headquarters here, which wraps around the corner of East 34th Street and Madison Avenue. It also will be featured on buses and telephone kiosks in the New York metro area through December. In November, the print campaign will break in 14 fashion and lifestyle magazines, including Vanity Fair, Vogue, Glamour, In Style, O The Oprah Magazine, Interview and Latina. The target consumer is in the 25 to 54 age range.

In other developments, two executives have joined Maidenform Inc.: Steven Castellano has been named vice president of design, and Liz Morris has been appointed vice president of marketing and advertising. Both are new posts.

Castellano and Morris will report to Scheininger. Castellano, a 20-year veteran of the intimate apparel industry, was most recently a vice president of design and merchandising at the Kellwood Intimates unit of Kellwood Co. Before that, he held design and merchandising posts at the Lily of France unit of Bestform Group and Wacoal America.

Morris most recently served as vice president of global marketing at Polo Ralph Lauren Corp., where she spent close to 16 years in the marketing department. She will be responsible for the development of marketing, advertising and public relations for all brands at Maidenform, including the Lilyette, Flexees and Maidenform labels.

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