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.
