Spanx introduces new apparel line with empowering global campaign

Spanx Launches First-Ever Global Brand Campaign

Women's lifestyle brand Spanx has recently unveiled its inaugural global brand campaign titled "We Live in Spanx." This campaign is launched in conjunction with Women's History Month and aims to showcase the brand's range of apparel offerings.

The campaign messaging focuses on the different roles women handle simultaneously. It includes digital and out-of-home placements in the U.S. and U.K., along with media partnerships with Hulu, Meta, and YouTube.

Spanx, famous for its shapewear, is expanding into the apparel category with its initial upper funnel advertising spend. This includes being the exclusive sponsor of Hulu's Seize the Day placement on March 8.

Spanx Expands Beyond Intimates

Spanx, known for its intimates and shapewear, is now showcasing its variety of apparel options such as denim, leggings, and activewear. This campaign, launched at the beginning of Women's History Month on March 1, highlights the brand's diverse clothing collection and how it can suit the versatile lifestyles of women. It is the first time Spanx has invested in upper funnel advertising, according to release details.

"We Live in Spanx" showcases three influencers: track athlete Allyson Felix, social media star Nadia Caterina Munno, known as The Pasta Queen, and model Charli Howard. In a 30-second campaign spot, the trio is seen wearing Spanx attire while juggling tasks like attending Zoom calls, serving food, and meditating. The campaign was photographed by Cass Bird and directed by Jordan Scott.

Spanx has been putting more effort into expanding into the apparel category, including hosting a series of pop-up events late last year. These events took place in cities like New York City, Miami, and Washington, D.C., and were the first time Spanx's clothing options were available to the public through a retail experience.

As part of the "We Live in Spanx" campaign, Spanx has partnered with Meta for media promotions on platforms such as Instagram, Facebook, YouTube, and Hulu. Spanx is the exclusive sponsor for Hulu's Women's History Month Made by Her Hub, featuring content created by women throughout March. The hub will also showcase Spanx-branded elements. On International Women's Day (March 8), Spanx will exclusively sponsor Hulu's Seize the Day high-impact placement, reaching a wide audience of ad-supported users over 24 hours.

Spanx's global focus on apparel has been reinforced with the appointment of Cricket Whitton as CEO in February. Previously, Whitton held the positions of president and chief growth officer for the brand. Since its establishment in 2000, Spanx products are now available in over 50 countries.

In alignment with Women's History Month, other companies have also launched marketing campaigns. Athleta, for example, introduced its "Find Your Movement" campaign, aiming to empower women and girls. Dove, on the other hand, has maintained its support for women and girls by airing its first Super Bowl ad in 18 years. The ad was created to boost confidence among young athletes.

Editor's P/S:

The "We Live in Spanx" campaign effectively showcases the brand's expansion beyond its traditional shapewear offerings. By featuring influencers juggling multiple roles, the campaign highlights the versatility and inclusivity of the Spanx apparel line. The partnership with Hulu and Meta for media promotions provides a wide reach, allowing Spanx to target a diverse audience. The campaign's focus on Women's History Month and the appointment of Cricket Whitton as CEO demonstrate the brand's commitment to empowering women.

Moreover, the article highlights the broader trend of companies leveraging Women's History Month to launch marketing campaigns. Athleta and Dove's initiatives illustrate the growing recognition of the importance of female empowerment and representation. By aligning with such campaigns, Spanx not only promotes its products but also contributes to a positive and inclusive societal message.