Bonds: Bringing all bonds together in a joyous celebration
Agency: Banjo
Advertiser: Bonds
Author: Peta Morton
Total Campaign Expenditure:$2 – 5 million
Strategic communications challenge
Despite being an Aussie icon, known by 83% of the nation, Bonds was facing a challenge1. Bonds were the number one preferred brand in all categories except one, but this wasn't translating to purchase. Tempted by an increasing number home brand alternatives, consumers were finding it hard to justify the price premium for Bonds products. In many cases this price premium was significant. For example, in the baby category...