Lascana, the third-most popular lingerie brand in Germany that was founded in 2006, is targeting the U.S. market in a big way.
For its spring campaign — which the company is calling a “self-happiness” inititative — Lascana has tapped Alessandra Ambrosio, in the hopes of appealing to a broader consumer base.
The campaign footage will be integrated in all digital channels from performance and e-mail marketing to social media and Ambrosio will be featured in one of Lascana’s summer catalogues that will be distributed in the U.S. She will also star in a TV commercial that will air in the U.S. and Europe.
“Alessandra was a perfect match for this campaign,” said Sarah Rissen, head of marketing at Lascana. “She is an independent and very successful woman and shows that you can be successful and sexy at the same time. She can handle her private life being a mother and at the same time have a career. The campaign stands for self-happiness and Alessandra is a great testimonial for that since her motto, #alwaysonvacation, fits perfectly with that.”
Currently, Lascana has an e-commerce site that ships to the U.S. and uses targeted catalogue mailings to increase brand awareness. The multibrand concept, which is owned by the Otto Group, sells through its own 25 shops and more than 900 points of distribution spread throughout the U.K., Austria, Switzerland, France, Scandinavia, Czech Republic, Slovakia, Hungary and the USA.