Pacific Brands: Boobs

This case study describes how Australian underwear retailer BONDS changed the perception that its bras were an inferior product.

Pacific Brands: Boobs

Clemenger BBDO Melbourne

What were the objectives for the creative work?

Being dominant and well known is great, but when a brand is known so strongly for one thing, it can severely hamper growth into new categories. This was the challenge BONDS faced. They were the dominant player in underwear (bottoms) and could not win in the bra category.

BONDS had three previous attempts to launch a bra range and gain equivalent share in the lucrative bra market worth $1b, but had failed each time. Women complained BONDS was inferior quality, ill-fitting and for teenage small-breasted women,...

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