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FIFI BOX “BARES ALL” FOR RIO
On Sunday August 19, the new Rio TVC campaign for Spring Summer 2007 goes to air nationally. The campaign stars Fifi Box as the playful, witty character we’ve learned to know and love through ‘THE SHEBANG’ on Triple M and star performances on Channel Seven’s TV hit series, “Dancing with the Stars,” and Ten’s “Thank God You’re here.”
Following in the footsteps of the much loved Aussie-Irish comic Jimeoin, the face and body of Rio’s Winter 2006 campaign, Fifi was chosen for her funny, energetic and likeable character which fits well with the Rio brand.
“Linking the brand with comedy was an important factor when selecting the new face for the advertising campaign,” said Rio Marketing Manager Zoe Carr.
“Fifi aligns so well with the Rio brand which is why she is so well received in the new TVC campaign. Just like the Rio brand, she is fun, cheeky, down to earth, colourful, real and natural.
Shot in Sydney, Fifi appears in a series of Rio TVC’s. The first two will launch from August 19 and feature the new Rio Multipack Briefs for Father’s Day and the latest range for Women – Rio Smoothies.
“I’m really excited about working with Rio,” said Fifi. “It’s a fun, down to earth Aussie brand which has been around for as long as I can remember.”
“We had so much fun filming the television commercials and I think Australian families will enjoy the light-hearted nature of the new Rio campaign,” Fifi said.
In the cheeky TVC for Rio Multipacks for men (containing seven pairs of undies for each day of the week), Fifi gets up close and personal as she watches a male model peel off each layer of underwear. Once he gets to Sunday Fifi demands he ‘gets em off,“ leaving the model standing in the full monty much to her enjoyment…”Oooh I love Sunday’s, “ she teases. The Rio Men’s Multipacks always offer good quality, colourful, comfortable and valuable underwear. Available this Father’s Day from Kmart, Big W, Best and Less, Coles and Woolworths.
Fifi’s role in the Rio Smoothies for Women TVC is just as playful with viewers “tricked” by a body double flash as Fifi opens her robe to reveal the Rio Smoothies product on the “perfect female body’.” As it becomes apparent that it’s actually not Fifi’s body Fifi is left shooing the female model off the set. The new Rio Smoothies product for women is a range of fun, seamfree underwear available in bikini and hipster boyleg stylesthat feel smooth on the body. They are available now in a range of summery gelato colours from Big W and Best and Less stores nationally.
The Rio campaign, starring Fifi will be highly visible, rolling out with a national advertising campaign including TVC, radio promotions, point of sale (POS), and public relations activity. Rio offers great value and fashion for all Australian’s - including men's, women's and kid's socks and underwear. | 
