How BOOBS made BONDS serious about bras

This case study describes how BONDS, an Australian underwear brand, launched a new range of bras with a temporary brand re-naming.

How BOOBS made BONDS serious about bras

Campaign details

Agency: Clemenger BBDO MelbourneAdvertiser: BONDSAuthor: Michael DerepasTotal campaign expenditure: $1 - 2 million

Executive summary

Every Australian on average has seven items of BONDS underwear in his/her wardrobe1.

Despite this, BONDS had never been able to get equivalent share in the lucrative bra market ($1b annually2).

Forgetting previous failures, and armed with a new bra range, we needed a ‘moment’ that could stop traffic. So we changed two letters in the BONDS logo - from BONDS to BOOBS.

‘BOOBS’ made...

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