Cuddl Duds came to us with some good news. They own the ladies' long underwear category. And some bad news. No one seems to care about the ladies' long underwear category. Last fall we worked with them to uncover a huge fact. Today's woman doesn't wear long underwear. She "layers". Duh. So we're repositioning and renaming the category and then redesigning the brand with a new logo and packaging, site design, social marketing, pr and ad campaign. This new "Live in Layers" campaign had a huge impact on their '10 holiday sales, and more importantly, on retailer interest for '11.