The Wonderbra - How Thinking Big Ensured the Survival of the Fittest

Silver prize. The relaunch of Wonderbra after it had moved to Playtex, 1994.
Agency: TBWAAuthor: Susanna Hailstone

The Wonderbra - How thinking big ensured the survival of the fittest

INTRODUCTION

This is the story of 'Bra Wars', a phrase coined by the press to sum up the recent high profile battle for the Great British Cleavage.

There are two main protagonists – the Playtex Wonderbra and its arch rival the Gossard Ultrabra. And whilst 'Bra Wars' is still raging, we will show two things:

Firstly, how advertising on a very limited scale for the Playtex Wonderbra sparked a public debate of unprecedented proportions, proving that you don't need to be...

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