Damart ads to shake off ‘big pants’

Damart is trying to shake off its “fuddy duddy” image as a brand for with a new responsive TV campaign designed to attract a new generation of customers.
The brand, historically known for its thermal underwear and big knickers, is launching the campaign to change perceptions of its range among its target market of over 55s. It will run across a range of channels including ITV, Channel 4 and Channel 5 for six weeks from this week.
Two executions, devised by agency Equinox, will feature products from Damart’s autumn/winter collection – including coats, dresses, skirts and jumpers – under the strapline “Damart, the art of feeling good”. Media strategy has been devised by Mediacom.
Damart’s marketing and e-commerce director, Phil Anderson said: “Many of our target customers, whilst they recognise the brand, don’t fully appreciate the quality and range of styles we have to offer the over 55s. This ad campaign is part of our wider marketing strategy to change that mindset.
“The campaign builds on the success of our very first foray into TV advertising earlier this year and will target more channels over a longer period. And this time we’ve produced two different adverts, one focusing on autumn and the other winter which we can change to suit the weather.”