HEMA: Mega Push Up Bra

Discount Dutch retail chain, HEMA wanted to launch a brand of push-up bras but would need to stand-out among big-name competition.

HEMA: Mega Push Up Bra

Client Company Name: HEMABrand Name: HEMAAgency: Doom&DicksonCategory: Product Launch/Relaunch/Trial campaigns; Retail or Trade Marketing; Innovative idea or ConceptTotal Commercial Communications Expenditure: Under €25,000Country: Netherlands

Background

In 2011 Dutch retail company HEMA introduced a new product: the Mega Push-Up Bra. Compared to brands such as Hunkemöller (Dutch) and Victoria's Secret, HEMA is a relatively small player in the lingerie market. That's why we had to come up with a clever campaign that could compete with these brands and their much larger advertising budgets. Our goal...

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