The campaign, by Publicis Conseil, includes a TV ad, which airs from October 15, and print and online activity from October 1. It is the first TV activity for the brand since 2003 and is aimed at women over 40.
The ad is set to Shirley Bassey's 'Where Do I Begin? (Love Story)' and shows 'Playtex Angels' floating down tape measures to land on the body of a woman as they measure her for her perfect MySize bra.
The TV campaign will run across ITV1, GMTV, Sky, Five and Living TV, while the print campaign targets a range of lifestyle consumer glossies, nationals and weekend supplements including Eve, Red, Good Housekeeping, Grazia and You.
The online campaign will run on websites such as Google, Handbag.com and GMTV and will drive people to a dedicated microsite , which allows consumers to explore the range.
Tracy Hayward, marketing manager for Playtex, said: "This is a very exciting time for Playtex, having come such a long way since the Cross Your Heart heyday of the 1950s. Playtex is thrilled to be launching the new MySize collection -- promising beautifully feminine and modern styles combined with the perfect fit."