Playboy makes appeal to youth in Web site ads

Cuneo, Alice Z.; Kerwin, Ann Marie
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p81
Trade Publication
This article deals with the advertising campaigns for Playboy Enterprises Incorporated's Playboy.com Web site. The campaign, with spending estimated in the $5 million to $10 million range, aims at drawing in younger, more Internet-savvy readers. Creative will focus on a visual showing a dot taken from the artwork separating the Playboy rabbit head icon and the com ending for the Web address. Each advertisement will promote a specific event on the Playboy site. In September 1999, the company announced it plans to offer shares in its Web site in an initial public offering of stock expected early in 2000.


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