The £18 Nearly Naked lingerie comes in four shades to match a range of skin tones, and was designed using ethnicity data from the Office for National Statistics.
'Bravo!', the Dail Mail's headline enthused. 'M&S launches a bra that blends in with your skin tone to be invisible when you dress.'
HOW I SEE IT - WARREN JOHNSON, MD, W COMMUNICATIONS
M&S really values the power of PR and has a clear understanding of the media to which it is pitching - see its 'Ban the Bag' and 'Bra Wars' campaigns targeting the mid-market and tabloid press.
For its latest campaign, M&S launched a range of lingerie called Nearly Naked, available in four different flesh tones. Brilliant. With one story, M&S has been able to tackle the deeply complicated and highly topical issue of multiculturalism together with a picture story of models in their under-crackers. A double-whammy of something for the news desk and a campaign shot to keep the picture desk drooling.
So, armed with puns, pants and a dose of politics, they didn't need to do much more with the delivery. No bells and whistles, just four models in their Nearly Naked underwear on Oxford Street. Job done - HIT.