Diary: London feels the force as the latest episode of bra wars hits the streets

With this year’s autumn bra wars hotting up, competition is under way to discover which PRO can devise the most outrageous bra promotion stunt.

With this year’s autumn bra wars hotting up, competition is under

way to discover which PRO can devise the most outrageous bra promotion

stunt.



Triumph last week unveiled what is apparently ’the biggest ever bra

poster’ - a whopping 15 metres by 35 metres - outside Holborn tube

station, to promote its Flaunt plunge bra.



Flaunt is available in size DD to G cups, as demonstrated on the

mega-poster by former Big Breakfast presenter Kelly Brook.



’We are targeting larger-busted women, so it makes sense to have a big

bra poster. We’d never do stunt PR just for the sake of it,’ freelance

consultant Sue Loder, who is helping Triumph with its PR, tells me

matter-of-factly.



Meanwhile, last month, shoppers outside Selfridges were treated to four

saucy girls in their undies, courtesy of Glasgow-based Spence Allan PR,

which is handling the launch of MJM International’s gel-filled Ultimo

bra (pictured above).



Of the four, two were twins - one wearing the Ultimo and the other

sporting an ordinary bra, to demonstrate Ultimo’s cleavage-enhancing

capacity.



To support Ultimo’s advertising slogan, ’Comfortable on you, tough on

plastic surgeons’, Spence Allan even drafted in fake plastic surgeons to

stage a ’demo’.



Next in line for a big burst of PR activity is Gossard, which is

launching its Ultrabra Super Boost this month. The firm’s PR agency,

Yellow Door, tells me PR plans are still under wraps, but nothing would

surprise me now.



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