How BOOBS made BONDS serious about bras
Campaign details
Agency: Clemenger BBDO MelbourneAdvertiser: BONDSAuthor: Michael DerepasTotal campaign expenditure: $1 - 2 million
Executive summary
Every Australian on average has seven items of BONDS underwear in his/her wardrobe1.
Despite this, BONDS had never been able to get equivalent share in the lucrative bra market ($1b annually2).
Forgetting previous failures, and armed with a new bra range, we needed a ‘moment’ that could stop traffic. So we changed two letters in the BONDS logo - from BONDS to BOOBS.
‘BOOBS’ made...