PDC introduced women to a whole new kind of underwear – Jockey Skimmies® slipshorts -- through an integrated PR program. The Seize the Day in Skimmies campaign kicked off with a media integration on The Ellen DeGeneres Show and was followed with a three-week online challenge on ellentv.com where women participated in daily challenges thanks to Skimmies® slipshorts. We engaged celebrity stylist and fashion icon Rachel Zoe to help extend the challenges on Jockey.com. She also served as a media spokesperson and offered stylish tips for pairing Skimmies with Summer fashion trends. The campaign also included rich blogger content and lots of product sampling.