LINDA LINGERIE BACK ON BILLBOARDS
By Adnews Staff
Montreal-based Linda Lingerie is featuring "independent, successful" women in a campaign that began this week in Montreal and Toronto. It uses outdoor and print created by Rondos-Blaukopf of Montreal. The ads feature singer/actress Mitsou, dancer Margie Gillis and singer Molly Johnson. In a billboard ad Mitsou is in a black slip, bending down touching her ankle, in an imitation of Elizabeth Taylor in the movie Cat on a Hot Tin Roof. Gillis is in a dance pose, wearing a printed chiffon gown-and-peignoir set, and Johnson is covering her eyes while adorned with a printed wrap. The magazine ads feature just Gillis and Mitsou, but all three are seen on point-of-purchase materials. This is the first time the company has used billboards since 1992. Market research indicated billboard advertising, backed by magazines ads, is the best way to send the company's message to its target audiences. Linda Lingerie is a privately owned company with about $20 million in annual sales, 20% of them outside Canada.