Shapewear brand Spanx has kicked off its first-ever brand campaign to promote the idea that spanx can be worn on any occasion, from Zoom calls and yoga classes to a night out or a big meeting.
The effort stars track athlete Allyson Felix, social media star and creator of The Pasta Queen Nadia Caterina Munno and women’s rights advocate and model Charli Howard.
“The strategy behind this campaign revolves around spotlighting Spanx’s wardrobe solutions designed to meet the diverse needs of multifaceted women and the multiple roles they play,” said Andrea Port, vice president, brand & integrated marketing at Spanx. “Spanx has been known for shapewear for two decades, and now we’re excited to share our full assortment of wardrobe essentials with a new audience.”
The “We Live in Spanx” campaign highlights how these three women wear Spanx throughout their busy days whether they are playing with kids, working, going out with friends or having quiet time at home.
“In this campaign, we are targeting multi-hyphenate women, as you can see from the talent we casted,” added Port. “The campaign talent embodies the essence of Spanx – the versatile, multi-faceted women of today. Each excels in a specific field but transcends singular roles, reflecting the nature of modern women. We felt it was important to showcase the hectic days most women have balancing motherhood, career, friends, and family. The women we selected are almost always doing two things at once- like many of us. We wanted to celebrate that chaos and ensure women feel seen no matter what they are doing.”
The effort comes after the brand recently promoted Caroline (Cricket) Whitton from chief growth officer to CEO.
The new campaign is running in digital and OOH placements in the US and UK, including media partnerships with Hulu, Meta and YouTube.
“By offering a diverse range of wardrobe options that provide both confidence and support in every aspect of their lives, Spanx aims to cater to the evolving needs of its customer base,” said Port. By expanding its product offerings and focusing on empowering women, Spanx has not only solidified its position as a market leader in the shapewear category but has also demonstrated its ability to adapt and thrive in a changing market landscape.”
