Bonds: Bringing all Bonds together in a joyous celebration

Bonds, the Australian clothing brand, was a preferred label for many people but they were finding it hard to justify paying the price premium and were turning to private label.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands