SOURCE: Bali Company

March 15, 2010 16:26 ET

Bali® Launches Advertising and Marketing Campaign Featuring Supermodel Helena Christensen

Christensen Proves It's What's on the Inside That Makes Women Feel Comfortable, Beautiful and Confident

WINSTON-SALEM, NC--(Marketwire - March 15, 2010) -  Bali®, the No. 1 national intimate apparel brand in department and mid-tier stores, today launched a multimillion-dollar advertising, marketing and public relations campaign featuring supermodel Helena Christensen. The campaign will highlight Bali brand's intimate apparel line including bras, panties and shapewear. Christensen will be featured in a new television ad, débuting today, to introduce the Bali brand's signature Comfort-U Back design that provides women with the ultimate in fit and comfort. 

"At Bali intimate apparel we believe that beauty comes from within. We know women live beautifully when they feel confident and comfortable," said Jennifer Stell, Bali senior marketing manager. "Helena Christensen, with her unparalleled sense of beauty and confidence, was the perfect choice to be our Bali brand spokeswoman for our Comfort-U feature signature bras, as well as panties and shapewear. The most glamorous supermodels are the same as the everyday woman underneath it all; they crave support and comfort which Bali bras deliver beautifully -- thanks in part to our Comfort-U design feature. Paired with our full coverage panties and shapewear, Bali bras keep her feeling pulled together and confident all day, every day."

"When I put on a beautiful bra first thing in the morning it gives me a great feeling and sense of confidence. No matter what clothes I wear it's important to me that what I wear underneath feels and looks great," said Christensen. "Choosing the right bra is not always easy but with Bali I know I will be making the right choice for the day."

The multifaceted advertising campaign, created by KraftWorks NYC, will include television, print and online advertising, as well as Internet-based social networking to leverage Christensen's beauty, style and self-confidence.

The advertisements will appear in print in publications such as InStyle, O! The Oprah Magazine and Essence, plus Web site banner ads on high profile sites including HapersBazaar.com, Redbook.com and GoodHousekeeping.com. The first TV advertisement will make its network TV debut on Monday, March 15 during the ABC network's "All My Children."

About Bali
Bali is the No. 1 national intimate apparel brand in department and mid-tier storesi. The Bali brand is part of Hanesbrands Inc. For additional information about Bali bras, panties and shapewear, visit the Bali Web site at www.balicompany.com

I. Source: The NPD Group/Retailer Tracking Service, Dept/MT Dollars, R12 Dec 09.

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