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

technology.



Objectives



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

assets.



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.



Results



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.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.