Kayser-Roth Selects Huge as Agency of Record for No nonsense Brand

Partnership will empower the next generation of women to "Keep it Real" as the brand shifts its sights on emboldening a younger demographic

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Huge

Feb 14, 2018, 11:50 ET

ATLANTA, Feb. 14, 2018 /PRNewswire/ -- Huge, a global experience agency and leader in unified brand experiences, today announced it has been selected by Kayser-Roth Corporation to serve as the agency of record for No nonsense™, a brand known for reinventing the legwear category. Huge will be responsible for the entirety of the brand's marketing efforts spanning creative, strategy, communications and media. The partnership kicked off in January 2018, with the work being led by Huge's Atlanta office.

"We're at an inflection point, both in our society and in the role the No nonsense brand can play in the life of today's modern woman, and we found the perfect partner in Huge who believes in innovation and in empowering people to drive meaningful action in our world as strongly as we do," said Andrea Angelo, Senior Marketing Director, Kayser-Roth. "Through our joint commitment to innovation, we're determined to be bold this year and bring our No nonsense attitude to a group of consumers who might not have traditionally thought of our brand this way before."

From inventing the first control top pantyhose in 1976 to introducing socks to food and drug retailers in 2003, No nonsense has been innovating the apparel and hosiery industry for decades. The brand has continued to evolve without losing their commitment to being stylish, high-quality, low-cost and eco-conscious. The organization plans to expand its brand beyond its loyal following to appeal to a new, younger audience through this partnership with Huge, reaching a digital demographic whose shopping habits differ from their original consumers.

"In a world where being a woman is more empowering than ever, having a brand whose name is 'No nonsense' is an amazing thing," said Carrie Philpott, Managing Director of Huge Atlanta. "We felt an instant chemistry and connection with the No nonsense team, and we're excited to partner with the pioneers in the women's hosiery category to amplify their brand's strong voice."

For more information about No nonsense, visit: http://www.nononsense.com/

About Huge
Huge is a global experience agency providing marketing services and digital transformation to the world's largest businesses and best-known brands. Headquartered in Brooklyn, NY, Huge has more than 1,500 employees working across 15 offices throughout North America, Europe, Asia, and Latin America. The agency is part of the Interpublic Group of Companies. For more information, visit hugeinc.com

About Kayser-Roth Corporation
Known for fresh, on-trend ideas and products, Kayser-Roth is one of the legwear industry's most innovative companies. Its consumer-focused approach to product development, merchandising and marketing has made Kayser-Roth a leader in legwear, leggings and sleepwear in all classes of trade. Kayser-Roth's owned brands include No nonsense, HUE, and it also distributes Calvin Klein Hosiery and Simply Vera legwear.

Kayser-Roth is owned by the Golden Lady Company S.P.A., which operates more than 500 Goldenpoint specialty stores throughout Europe. Golden Lady designs and produces sleepwear, women's hosiery, underwear and swimwear. Brands include Philippe Matignon, SiSi and Golden Lady.

About No nonsense
No nonsense, is a Kayser-Roth company that offers a variety of high quality, value priced products including leggings, tights, socks, yoga wear, and hosiery. In living up to our brand name, we feel compelled to be more, to be bigger than the products that carry our logo. Because no nonsense is an attitude. It's a way of living. This means we design and make apparel for women that deliver on an essential promise: Keep it Real.

SOURCE Huge