Case Study: Playboy Intimates The task  Research identified need to change perception to move forward
Developed creative ‘theme’ for introduction to media Hooked into ‘celebrity’ trend of chic afternoon tea Linked well with design of Spring/Summer 06 range – Summer Garden – reinforced chic and sweet description of the range Sent initial samples to key fashion titles with bespoke Peggy Porschen cup cakes (known as the cup cake queen and celebrity wedding cake creator) Association worked well and was extremely well received by fashion editors – Vogue phoned us to thank us Worked well to dash the perception that Playboy Intimates would be ‘cheap and tacky’ Continued the theme throughout the summer to invite fashion editors to one-to-one briefings as Afternoon Tea venues to view the Autumn/Winter 06 collection Enticed Cosmopolitan, Elle, Company and … out of the office to view the collection The result: Afternoon Tea . . . | 
