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Posts Tagged ‘Dear Kate’

‘High Tech Women’ in Underwear Promo: #PRWin?

In case you’re the one person on Earth who missed it, the technology industry faces some demographic challenges: recent reports from top tech names like Facebook, Apple and Twitter revealed an overwhelmingly white and even more overwhelmingly male industry.

The ensuing conversation is already old hat to many who work in the field, but it still presents both big names like Google (which recently named Mindy Kaling and Chelsea Clinton to promote its “girls who code” initiative) and clients that go against this trend with a way to make themselves stand out to journalists, consumers and investors.

The latest company to win media attention is the bold underwear brand Dear Kate. Its latest “look book”, released online last Friday, starred a group of female entrepreneurs who work in the field.

Dear Kate

Two basic facts about this look book: 1) it has attracted a lot of attention for an unpaid promotion and 2) responses have been somewhat mixed.

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Adventures in Marketing: Sexy Adult Diapers

You know, we’d love to come up with a different phrase for the newest product from Rhode Island lingerie maker Dear Kate (which calls its line of full-coverage underwear “functional cool-girl underthings”), but we just can’t get past thinking of these hip bottoms as sexy adult diapers.

Of course we understand that certain products require a bit more finesse when it comes to messaging, and we have to agree with the company’s decision to move away from the phrase “Sexy Period”, though we’re a little surprised by the explanation: according to New York Magazine’s The Cut, founder Julie Sygiel dropped the “in-your-face” copy and performed a little re-branding magic after discovering that her company had “a cult following among the…mildly incontinent.”

PR pros: How would we market this product? What do we think of Dear Kate’s campaign?

(P.S.: Make sure to click on the post and read the part about Sygiel’s first elevator pitch. It’s very amusing.)