Jockey challenged TPN to create a fully integrated campaign to drive interest and purchase of their new line of shapewear and underwear. Additionally, we were asked to leverage the launch to positively change brand perception of the iconic brand in the eyes of their new, younger target. The products themselves were an ideal solution to an unmet need: a breathable, comfortable, affordable version of shapewear, comfortable enough to be worn every day; and a new collection of fun and flirty selections featuring the lasting quality of Jockey. So TPN created an omnichannel campaign leveraging celebrity stylist Rachel Zoe that repositioned Jockey among retailers and shoppers. Our solution included launch events, print and online advertising, OOH, in-store messaging, an online boutique microsite within Jockey.com, social media videos and posts — even product integration into Zoe’s show, “The Rachel Zoe Project,” on Bravo TV. Results: unprecedented buy-in at Kohl’s, Macy’s & JCPenney and significant unpaid PR and buzz.