Playtex Apparel, Inc.: Live Models campaign
Deborah MackOverview
The Playtex Cross Your Heart bra, introduced in 1965, was reported to be the company's second best-seller next to the Playtex Eighteen Hour bra. Famous for its ability to "lift and separate," the Cross Your Heart bra was designed to achieve the "sweater girl" look popular in the 1960s.
Playtex relied heavily on television for the advertising of its girdles and bras. Actress Eve Arden was its spokesperson in television commercials from 1980 to 1985. In 1987, however, Playtex took a daring new tack when it began employing live models in...