mark entered the legend with his musethe Dim woman

Six musical notes, "papapapaaa papaaa", designed by Lalo Schifrin for a film of B series, "The Fox", skirts that fly, legs that tumble, a serious woman who seduced men inadvertently... It didn't take more than five years that Dim enters the legend of the great advertising sagas. Bernard Giberstein, agronomist of original, suspect the incredible media success will melt on its low Sunday invented in 1958 and then its Dim tights when he resumes his hosiery to Troyes It is unlikely. Yet, the history of the Dim saga orchestrated by Publicis, inseparable part of the success of the brand, now part of advertising heritage.

Since the abandonment in 1965 of the last five letters of Sunday in nylon stockings, attributed to Marcel Bleustein-Blanchet, founder of Publicis, to the names of famous Directors (Tony and Ridley Scott, William Klein, Hugh Hudson, Claude Miller, Luc Besson, Adrian Lyne...) and famous photographers (Sarah Moon, Jean-Paul Goude, Peter Lindbergh, Chico Bialas, Paolo Roversi, Jean-Baptiste Mondino, Bettina Rheims...) mark entered the legend with his musethe Dim woman. "A woman lightly, who seduced unwittingly, when a gust of wind raises her skirt or disrupts its ramp, a little like Sophie Marceau at the Cannes Film Festival, and that it shows never languid on a couch, but movement always", said Marie-Claude Mayer, worldwide account director at Publicis. In short, the reverse of the woman-object people until then magazines lingerie ads. Directed by Just Jaeckin, the first TV Dim spot, released in October 1968, translated this vision: "I just had the idea to show a pretty girl, a little sexy, in the guns of the time, in a sort of a little mad dance, because the music was lively," recalls the Director of "Emmanuelle". The talent of Bernard Giberstein will be then to multiply the technological innovations (in front of packagings revolutionary, introduction of new materials (lycra, silicone...).) "My father showed the example, says Daniel Giberstein. It was not uncommon that he puts on a sticker under his pants to ensure its strength or comfort.

Above all, its permanent inventions cross entered society itself in a phase of mutation Dim will embody, in his own way. The sociologist Pascale Weill, in Publicis Consultants, decrypts: "Dim, the brand which causes the release of the movements of the woman with tights, encounters a time ...". An unprecedented opportunity for a brand. "In fact, as early as the first marketing year, sales of tights climb to 47 million, and there will be 200 million in 1971.

Alchemy of success

This Dim campaigns at their commercial peak. Everything is there to build a success. A name. Amazing packages. And soon a jingle, music composed by Lalo Schifrin in 1970. But, shoved by the appearance of the pants, the company is taken by Bic in 1973 and then by Sara Lee in 1989. Meanwhile, in 1987, Dim attacked a new segment, male underwear, "when the market was hyperencombré and where women's lingerie brand Dim had zero credibility", remembers Marie-Claude Mayer. Man staged must then look or a retarded ado or seem effeminate. Publicis overcomes the difficulty in using the photographer and Director Chico Bialas and opting for black and white, a very remote broadcast of the boudoir universe style. The little boy running in men, the presence of a young black man - a daring at the time and finally the signature "Very male." "Very good" Finish to ensure the success of the campaign.

The 1990s are toughest, Sara Lee, holding the profitability of its textile and its insufficient dividends, cut in its advertising budgets, reaching the Dim. "Thus, indicates"Capital"(1), pub budget has never exceeded 1 of turnover, whereas the average of the profession is around 5.Dim, acquired in 2005 by Sun Capital Partners, then looks like "belle endormie". Revenge will however intervene in 2008 with the commercial success, crowned with the award Effie 200 of the film for its new bra silicone based "osmosis". A campaign called "Beauty and the beast". A program.

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