Bonds: Bringing all bonds together in a joyous celebration

Agency: Banjo

Advertiser: Bonds

Author: Peta Morton

Total Campaign Expenditure: $2 – 5 million

Strategic communications challenge

Despite being an Aussie icon, known by 83% of the nation, Bonds was facing a challenge1. Bonds were the number one preferred brand in all categories except one, but this wasn't translating to purchase. Tempted by an increasing number home brand alternatives, consumers were finding it hard to justify the price premium for Bonds products. In many cases this price premium was significant. For example, in the baby category a Target branded jumpsuit sells for $5 and Bonds for $182. Not surprisingly the proportion of consumers who were likely to purchase a Target jumpsuit next time was 39% and much higher than those likely to purchase Bonds which had become much less.