Jockey International announced Wednesday the launch of its new marketing campaign, “Redefining Comfort,” for the Jockey collection as preferred by Rachel Zoe.
The new campaign builds on the brand’s partnership with 2013 “Stylist of the Year” and fashion icon, Rachel Zoe. Jockey and Zoe started working together in July 2012.
The campaign’s creative elements were conceptualized with the modern woman in mind. She is someone who’s confident, happy, on-the-go and always chic.[ Also Read: Top 20 Digital Brand Campaigns of 2012 ]
Evoking the modern woman, the campaign imagery focuses on the personal and intimate moments she goes through while getting dressed – whether it’s for work or an evening out.
Headlines such as “Comfort Just Got Chic,” “Comfort Just Got Glam,” “Comfort Just Got Sleek” and “Comfort Just Got Flirty” show that it’s time to give comfort a makeover, starting with the foundation of your look.
“This new marketing campaign shows the evolution of Jockey in its collaboration with Rachel Zoe,” says Dustin Cohn, chief marketing officer at Jockey.[ Also Read: Digital Marketing Simplified – How to Build a Brand ]
The Jockey collection, including those items curated as Rachel Zoe’s “Must-Haves,” provides consumers with on-trend innerwear in a variety of cuts, colors and patterns, ranging from thongs and boyshorts to lace and laser-cut edges.
“As a long-time fan of Jockey, I feel honored to be an integral part of the evolution of this iconic brand,” says Rachel Zoe. “This new marketing campaign really brings to life the idea that women can feel pretty, sexy, flirty, super feminine, and always comfortable – which is beyond important.”
The Jockey collection’s marketing campaign featuring Rachel Zoe will debut in mid-October in print and digital advertising platforms, as well as through Jockey’s social media, public relations and consumer activations.