ABSTRACT
The campaign reflects how understanding sales from a customer’s perspective oriented brand strategy. It also demonstrates how advertising is shaped by executives’ attitudes at particular moments in time. The transition from account executive to owner meant increasing responsibility to keep clients happy and have enough money in the bank to meet overhead costs. The first women’s movement at the turn of the nineteenth century had the potential to liberate women from old cultural roles, releasing them into full educational and occupational equality with men. The creative director did have an open mind for good suggestions and an intuitive appreciation for understanding customers as informants in the field. The creative director coined the name Love Touch to convey sexual appeal as well as comfort. Initial sales using doubleknit for Love Touch were so successful that Warner’s brought out two other designs which they called Body Crème and Comfort Curve.
