NEW CAMPAIGN FOCUSES ON BRAND’S ICONIC, YET EVOLVING IMAGE AND CONTINUED PARTNERSHIP WITH STYLIST, RACHEL ZOE
Jockey International, Inc. has announced the launch of their new marketing campaign, “Redefining Comfort,” for the Jockey collection as preferred by Rachel Zoe. The new campaign is designed to convey confidence and a more glamorous side of Jockey, and aims to challenge the perception that comfort and fashion can’t co-exist. The new campaign builds on the brand’s partnership with 2013 “Stylist of the Year“, Rachel Zoe, who started working with Jockey in July 2012.
The campaign’s creative elements were conceptualized with the modern woman in mind. The prototype Jockey woman is “someone who’s confident, happy, on-the-go and always chic.” 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.
The Jockey collection, including those items chosen as Rachel Zoe’s “Must-Haves,” provides consumers with high-quality, on-trend innerwear in a variety of cuts, colors and patterns, ranging from thongs and boyshorts to lace and laser-cut edges. Highlighted within the new marketing campaign are key pieces, such as Clean Edge – featuring laser-cut edges for a flawless finish; Lacy Dot – an ultra-feminine design of delicate lace and picot trim; Skimmies® – a modern slipshort offering smoothing coverage without constriction; and shapewear tops that feature a unique, patented three-panel design providing targeted control in key spots.
“This new marketing campaign shows the evolution of Jockey in its collaboration with Rachel Zoe. It’s a new, edgier side of Jockey, marrying the comfort and quality we are known and loved for, with the undeniable style synonymous with Rachel,” says Dustin Cohn, chief marketing officer at Jockey. “Rachel is someone women look to as the authority on style and is therefore the ideal ambassador to promote the campaign’s message: underwear can have it all.”
For over 100 years Jockey has been synonymous with quality and comfort, and the brand’s partnership with Zoe has allowed Jockey to introduce its modern collection to a new, younger, fashion-conscious consumer. Leveraging Zoe’s enviable style and sophistication with Jockey’s trusted expertise, the new Jockey illustrates that comfortable, solution-based underwear can be chic, fun and even a little edgy.
“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.