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.
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
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
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
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
Pretty Polly also featured in three TV documentaries - Bra Wars,
Lingerie and Christmas Stocking and appeared on She’s Gotta Have It and
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