|Agency: TBWA||Author: Susanna Hailstone|
The Wonderbra - How thinking big ensured the survival of the fittest
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 new to be newsworthy.
Secondly, how at a time of serious threat and competition, advertising for the Playtex Wonderbra not only protected volume and distribution but also achieved substantial incremental sales.