Sara Lee Corporation: The One And Only Wonderbra campaign

Mariko Fujinaka

The Wonderbra, a figure-enhancing push-up bra, took the U.S. by storm in 1994.

Sara Lee Corporation: The One And Only Wonderbra campaign

Mariko Fujinaka

Overview

The Wonderbra, a figure-enhancing push-up bra, took the U.S. by storm in 1994. Sara Lee Corporation's intimate apparel division, which included such brands as Bali, Playtex, and Hanes Her Way, took the Wonderbra to the United States from Britain, where it had enjoyed much success. When the bra was made available on a limited basis in the spring of 1994, Sara Lee staged a well-orchestrated promotional campaign to stir up excitement and anticipation. By fall, when the Wonderbra was nationally distributed, Wonderbra fever was at a high pitch,...

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