Company Implements This Feels Right" Brand Building Initiative
Iselin, New Jersey, March 28, 2008—Maidenform Brands, Inc. (NYSE: MFB), a global branded marketer of intimate apparel, today announced that the Company will launch its new national advertising campaign on April 1, 2008. This integrated campaign, entitled This Feels Right™, will be implemented through focused national print, digital and out-of-home marketing strategies. The VIA Group, Maidenform's advertising agency retained in June 2007, will be partnering with Maidenform in executing this brand building initiative.
Initial positioning for the This Feels Right" campaign will be "Out With the Old. In With the New." In this campaign, Maidenform's new Breakthrough™ Backless Bra will be the first product featured, which was created by Elaine Cato, who appeared on ABC-TV's American Inventor". Throughout the remainder of 2008, the Company will then utilize the This Feels Right™ positioning to support the introduction of other innovative Maidenform products that are scheduled to launch throughout the year.
"We are excited about our new campaign initiative that will reinforce Maidenform's ongoing commitment to build upon our strong brand equity in the marketplace," said Maurice Reznik, President of Maidenform. "We have redeployed our marketing for Maidenform with the focus to further contemporize the brand, and tap into a lifestyle that connects with our current customer and targeted consumer base."
Print elements of the campaign will appear throughout the year in publications including Cosmopolitan, Glamour and InStyle. The digital campaign will appear in venues such as MySpace.com, in addition to women's lifestyle, fashion, entertainment and celebrity portals. Out-of-home strategies include a billboard along a heavy trafficked highway upon entering New York City and locker room installations at specific health clubs in San Francisco and New York.
"Maidenform has a rich history of introducing innovative products with breakthrough marketing," said Greg Smith, VIA's chief creative officer. "We wanted to capture this robust history, while reaching women in a way that is new and exciting. Utilizing specific communication channels and distinct creative, we will be able to reach Maidenform's audience to maximize highly impressionable messages."
About Maidenform Brands, Inc.
Maidenform Brands, Inc. is a global intimate apparel company with a portfolio of established and well-known brands, top-selling products and an iconic heritage. Maidenform designs, sources and markets an extensive range of intimate apparel products, including bras, panties and shapewear. During its 85-year history, Maidenform has built strong equity for its brands and established a solid growth platform through a combination of innovative, first-to-market designs and creative advertising campaigns focused on increasing brand awareness with generations of women. Maidenform sells its products under some of the most recognized brands in the intimate apparel industry, including Maidenform®, Flexees®, Lilyette®, Sweet Nothings®, Rendezvous®, Subtract®, Bodymates® and Self Expressions®. Maidenform products are currently distributed in approximately 60 countries and territories.
About The VIA Group
Founded in 1993, VIA is an agency with a long track record of helping companies grow by producing creative and effective marketing, branding and advertising programs. Current clients include LoJack, TD Banknorth, News Corp., DuPont, HP Hood, Dunkin' Donuts, Colonial Life, Analog Devices, Silverstein Properties, and Guardian Industries who are served from offices in Portland, Maine; Boston; and New York City.
Forward Looking Statement: This press release contains forward-looking statements relating to future events and the Company's future performance within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, including, without limitation, statements regarding our expectations, beliefs, intentions or future strategies that are signified by the words "anticipates," "believes," "estimates," "expects," "intends," "plans," "potential," "predicts," "projects" or similar words or phrases, although not all forward-looking statements contain such identifying words. All forward-looking statements included in this press release are based on information available to the Company on the date hereof. It is routine for the Company's internal projections and expectations to change as the year or each quarter in the year progress, and therefore it should be clearly understood that the internal projections and beliefs upon which the Company bases its expectations may change prior to the end of each quarter or the year. Although these expectations may change, the Company is under no obligation to inform you if they do. Actual events or results may differ materially from those contained in the projections or forward-looking statements.
The following factors, among others, could cause the Company's actual results to differ materially from those expressed in any forward-looking statements: the Company's growth cannot be assured and any growth may be unprofitable; the Company's history of losses; potential fluctuations in our results of operations or rate of growth; our dependence on a limited number of customers; the Company has larger competitors with greater resources; retail trends in the intimate apparel industry, including consolidation and continued growth in the development of private brands, resulting in downward pressure on prices, reduced floor space and other harmful changes; failure to anticipate, identify or promptly react to changing trends, styles, or consumer preferences; the Company's substantial leverage could adversely affect its financial condition; external events that disrupt the Company's supply chain, result in increased cost of goods or an inability to deliver its products; events which result in difficulty in procuring or producing products on a cost-effective basis; increases in the prices of raw materials; changing international trade regulation, including as it relates to the imposition or elimination of quotas on imports of textiles and apparel; foreign currency exposure; and the sufficiency of cash to fund operations and capital expenditures.
This list is intended to identify only certain of the principal factors that could cause actual results to differ from those discussed in the forward-looking statements. Readers are referred to the reports and documents filed from time to time by the Company with the Securities and Exchange Commission for a discussion of these and other important risk factors that could cause actual results to differ from those discussed in forward-looking statements.