In launching its "Because You're Hot" campaign, Secret not only played with definitions of what makes a woman "hot," but also introduced totally new positioning.
To draw media and consumer awareness to the effort - and traffic to Secret's www. becauseyourehot.com Web site - the brand called on PR partner Marina Maher Communications (MMC) to develop a complementary effort reinforcing Secret's new, more contemporary image.
Idea: Because the accompanying ad campaign embodied the belief that female confidence is sexy, MMC ...