PR Team: Frank PR
Campaign: Flex Bottom and Thigh Toning System launch
Timescale: July - Aug 2001
Frank PR was appointed as Slendertone's retained consumer PR agency in
February. The Slendertone Flex Bottom and Thigh Toning System became the
latest addition to the Flex range of body-toning products for the
To create a platform to launch the Slendertone Flex Bottom and Thigh
Toning System to a body-conscious female audience in a unique and
impactful manner, and to get people talking about the product.
Strategy and Plan
Frank signed up top Hollywood body double Anita Hart, who had previously
'bottom doubled' for stars including Pamela Anderson, Liz Hurley and
Cindy Crawford, to be the 'Bottom of Slendertone Flex'.
Frank came up with the concept to immortalise Hart's rear as the
largest-ever bottom advert, and rented the largest ad space on the
corner of London's Oxford Street and Tottenham Court Road.
Surrounding the unveiling and Hart's trip to the UK, Frank sold a series
of features, stories and interviews and photo shoots to major
This would generate mass media coverage and in turn create the maximum
amount of 'talkability' about the product - and how it helps users get a
Measurement and Evaluation
Hart and the advert received widespread coverage across national press
including The Sun, The Mirror, The Star and Evening Standard.
Hart's bottom was also on the front cover of The Sunday Times Style
supplement with a feature story inside. Other coverage was generated in
publications including Now, Celebrity Bodies and Health and Fitness.
Hart was also interviewed on more than two dozen national and regional
Sales of the Bottom and Thigh Toning System surpassed all targets.
As a result of the campaign's success, Slendertone subsequently used
Frank (and Hart) to launch the product in the US and the agency is
working on plans to roll-out the concept across Slendertone's important