JOCKEY UPS AD BUDGET 20%
Byline: Karyn Monget
NEW YORK — Jockey International will be injecting another 20 percent into its annual advertising budget this year for Jockey innerwear for women, according to Mark D. Hogan, vice president of marketing and advertising at Jockey.
Hogan would not give an overall ad budget, but wholesale sales of Jockey’s women’s underwear nearly doubled last year to approximately $120 million, according to industry reports.
The increased ad revenues will support Jockey’s new print campaign photographed by Pamela Hansen and created by Grey Advertising. It will focus on one model — not a half-dozen women representing different careers or lifestyles, as in previous campaigns. Ads will break in April in national magazines including People, InStyle, Cosmopolitan, US and Glamour.
Jockey’s main model will be Kathy Weaver. The company will unveil its new ad campaign on Wednesday on a 90-foot Jockey billboard in Times Square. It will feature seam-free panties on a model the firm describes as “confident, playful and wholesomely sexy, wearing little more than a teeny-weeny seam-free bikini and an impish smile.”
Hogan noted “There are two key elements throughout the whole campaign: the first is the line ‘We Know What Makes You Feel Good’; the second is the line ‘The Comfort Commitment.’ They have been combined to assure women that Jockey understands their needs and provides products to fulfill them.”
The second ad to hit magazines will be in May and will showcase a Jockey bra from the Tulip Lace group. The tag line will read “The True Test of the Perfect Bra Isn’t How It Feels. It’s How You Feel.”
The third ad for a group called Cotton Corps breaks in August. The tag line will be “Life’s an Adventure. Pack Comfortable Undies.”