Migros, the Swiss department store chain, is turning into a dating agency to promote underwear from its summer collection

Date: 2007-05-04

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The chain has recruited 26 single men and women looking for dates to pose wearing bras, panties and other lingerie for television commercials.

Migros commissioned a Zurich advertising agency to organize the casting. Close to 700 candidates aged 18 to 40 sent in applications, but only 26 were short-listed. The successful models come from a variety of social backgrounds and from across Switzerland. Singles from French-speaking Switzerland are well represented. While wearing Migros underwear, the unattached men and women hope to be able to catch the attention of prospective mates. Those interested in dating the models can contact them via the website www.migros-models.ch

Marketing campaigns with amateur models have become increasingly popular with Swiss brands over the past two years. The department store Coop, for example, has used farmers to promote its organic products.

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