Gossard Lingerie: 'Hitting the wall'

The agency’s brief was to develop a campaign for Gossard lingerie that would introduce it in mainland Europe - where the brand was almost unknown - and would effectively relaunch it in the UK.
Agency: Abbott Mead VickersAuthor: Tara MacLeod

Gossard Lingerie - Hitting the Wall

BACKGROUND

Gossard is a brand with a history in the UK. However, it is virtually unknown on the continent.

AMV BBDO is an agency with an in-depth knowledge of women's attitudes in the UK. However, when it comes to European women, we are on a very steep learning curve.

In November 1992, AMV.BBDO was approached by Gossard to pitch for its business. The brief was three-fold:

  • to develop a single European campaign for the brand and ...

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