Berlei, Pacific Brands – The Berlei Uplifting Tour of Australia

Agency: The Campaign Palace

EXECUTIVE SUMMARY

We sent Berlei on a mission to 'uplift' the women of Australia by getting them in the right sized bra and feeling fabulous!

“All aboard the Berlei bus”

The distinctive bra fitting bus, supported by its own local area marketing campaign, travelled down the east coast of Australia on a grass roots tour – helping thousands of women to redefine their body shape.

This allowed women to experience the brand in a new light; successfully transforming it from the practical 'mumsy' brand it once was, to one women felt good about buying; Sales increased by 200–295% in towns visited by the bus. The brand became the #1 bra brand that women would recommend to their friends*