Wonderbra have done it again, with a billboard in central London promoting their new D to G cup sizes. Building on Trevor Beattie’s bold and iconic, ‘Hello boys’ ads. It may have started as a campaign concept but quickly turned into a a brand property that moved the brand significantly ahead of the competition.
Lingerie branding is a strange arena and rarely does anything so significant ripple that particular pool. Many years ago I was approached by a French agency who were doing some account planning in preparation for a pitch. They sent me a research questionnaire to put in place for them and one question asked respondents to rank the top lingerie brands in the UK… and all the big names were there. The only problem was they had misunderstood the UK market where at that time the top lingerie brand was in fact a retailer… M&S.