CAMPAIGNS: Product Launch - Tabloid rush for DuPont's Wonderbum

Client: DuPont Apparel and Textile Sciences

PR Team: Rowland Communications

Campaign: Launch of Wonderbum concept

Timescale: June - October

Budget: £100,000

DuPont ATS specialises in yarn technology. Its latest product - lycra

soft - makes garments such as hosiery more comfortable to wear. The

concept was launched to manufacturers such as Pretty Polly by Rowland

Communications at this year's Hosiery Week, where members of the British

Branded Hosiery Group showcase next season's collections and



To position DuPont Lycra globally as the technological and innovative

leader in the hosiery market.

Strategy and Plan

Rowland's main challenge was to revitalise an already flagging hosiery

industry. Its research had found a growing number of women interested in

body enhancement but seeking alternatives to cosmetic surgery. This led

to the idea of creating tights that would lift and shape the buttocks

without flattening them.

Nicknaming the prototypes 'Wonderbum', Rowland positioned the concept as

the future shape of the hosiery market. This was combined with a photo

campaign in which a size 12 model shows off her newly sculpted


Measurement and Evaluation

The photocall and the gimmicky nickname has been instrumental to the

campaign's success. Tabloids have loved it - it reached the front page

of The Sun, two features in The Mirror and a double-page spread in the

Daily Mail.

Wonderbum also featured on radio and daytime TV programmes including

GMTV, The Big Breakfast and Sky One's Lorraine. The campaign also

reached newspapers in Germany, Australia, South Africa and the US.


Considering the news climate, Wonderbum has received a high level of

attention. But until the product goes on sale next year, only time can

tell if concept will earn DuPont the kudos given to Wonderbra.

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