Berlei: Sitting in a very Comfortable Position

Kath O’Shea

The objective of this campaign was to launch and position Berlei One as the most comfortable bra in the world and use Berlei One as the flagship to contemporise the Berlei brand as whole.

Berlei

Sitting in a Very Comfortable Position

INTRODUCTION

Berlei is a brand of intimate apparel manufactured and marketed in Australia by The Berlei Group, a division of Pacific Brands.

The Berlei brand is a well-known brand in the marketplace and has a reputation for offering good range and good quality. Over the years, Berlei has promoted a number of its brand icons (the highest volume products). The most recent campaign was for the Berlei Sports bra (2001), which still achieves very high advertising recall, despite being dormant for two years. Berlei has serious credentials in sport, with Berlei Ultrasport still...

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