Campaigns: Pretty Polly makes style statement - Consumer PR

Pretty Polly is the UK’s number one hosiery brand and is probably best know for hiring famous faces to be the ’legs’ of the brand, such as Jade Jagger, Jemma Kidd and even Lily Savage.

Pretty Polly is the UK’s number one hosiery brand and is probably

best know for hiring famous faces to be the ’legs’ of the brand, such as

Jade Jagger, Jemma Kidd and even Lily Savage.



In spring 1999 Pretty Polly saw an opportunity to expand the brand to

incorporate lingerie and decided to launch the Pretty Polly ’megabrand’

with some sexy TV advertising - the imagery and messages of which were

to be carried through all marketing and PR initiatives.



The first commercial to support the launch of PP bras showed a young

professor testing the quality, durability, comfort and fit of different

bras on various women. The second showed five beautiful girls helping

the same professor test their hosiery by bouncing on spacehoppers

wearing little more than their tights and spike heels.



JCPR’s role was to maximise the impact of the commercials through major

national editorials and ’underground’ tactics to bring the umbrella

message ’Ooh, it’s the way they make you feel’ to a wider audience.





Objectives



To launch the bra collection, excite the press and public with the

’sexy’ nature of the commercials, to establish Pretty Polly as the

industry authority on bras, and to reinforce the concept of Pretty Polly

as the ’megabrand with personality’.





Strategy and Plan



JCPR’s campaign was carried out in three phases over ten months. In the

first phase, the bra ad was revealed via mini screenings in London and

audience reactions edited on to the preview tape of the ad, which was

then sent to print and broadcast media. Selected journalists from the

nationals were shown the ad on a laptop on a one-to-one basis. The

agency produced 5,000 stickers with the ’Ooh I’m a sex goddess’

strapline from the commercial and these were given to media and

opinion-formers as well as stuck up in places such as bars, clubs and

bus stops throughout London.



A promotion called Bar Behind Bras involved linking up with Pitcher and

Piano outlets where female staff were appointed official bra testers and

were provided with bras, branded T-shirts and sampling

questionnaires.



Personalised DJ jingles were produced with the ’sex goddess’ theme and

distributed to the top 100 national and regional radio DJs and a themed

party was held for the trade and industry press and buyers. The hosiery

ad was shown for just two weeks in November, so to boost the message

JCPR sent out inflated spacehoppers to 500 journalists, along with press

releases, pictures, a copy of the commercial and a behind-the-scenes

trailer.



Pretty Polly’s imminent return to the screen was announced on 5,000

postcards placed in bars, clubs and on bus stops.



The final phase announced TV presenter Sara Cox as the new face of

Pretty Polly in October. For the first time, Pretty Polly had a

figurehead who was not only the ’legs’ but also the ’bust’ of the

brand.





Measurement and Evaluation



JCPR generated 46 significant pieces of coverage in the national press

including double-page spreads in the Sun, the Mirror and the Sunday

Express.



Pretty Polly also featured in three TV documentaries - Bra Wars,

Lingerie and Christmas Stocking and appeared on She’s Gotta Have It and

Eurotrash.





Results



Pretty Polly Bras have become a major player in the UK lingerie market -

sales trebled once the campaign went live and sales at Debenhams grew

from 1,685 units per week in early May to 5,632 units by the end of the

month. December sales were up three times on normal trading and Pretty

Polly was the store’s best performing lingerie brand at Christmas.



Client: Pretty Polly Hosiery and Bras

PR Team: Jackie Cooper PR

Campaign: Launch of Pretty Polly as a ’megabrand with personality’

PR Team: Jackie Cooper PR

Timescale: May 1999 - ongoing

Budget: Less than pounds 100,000



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