Bonds: The Totally Integrated Marketing Campaign That Revitalised An Australian Icon

Phill Deer and Brenda Kassir

For over 70 years, Bonds has been an icon underwear brand in Australia. When consumers thought of Bonds, they invariably thought of Chesty Bond – the masculine symbol of the Bonds brand.

Bonds

The Totally Integrated Marketing Campaign That Revitalised an Australian Icon

EXECUTIVE SUMMARY

For over 70 years, Bonds has been an icon brand in Australia.

When consumers thought of Bonds, they invariably thought of Chesty Bond – the masculine symbol of the Bonds brand.

Whilst Chesty had imbued Bonds with masculine, comfortable and trustworthy values, the brand was seen as outdated, old fashioned and 'blokey' - certainly not the image in which to launch a new range of female, youth-oriented products.

To turn around these perceptions to a marketing literate and advertising cynical target audience, a fully integrated advertising campaign...

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