Wonderbra aims for glossies coverage

Sara Lee is embarking on a media relations push of its Playtex and Wonderbra brands following the appointment of Strawberry PR in a four-way pitch.

The campaign, under a contract worth £100,000, will promote Playtex products to a younger, more fashion-conscious market. For Wonderbra, the agency aims to highlight how the brand can make the whole body look sexier and more curvaceous.

Sam Coon, a director at Strawberry PR, said the trend was to use technology to enhance bottoms and hips and flatten the stomach.

The agency will promote Playtex’s eight brands to higher-spending 30 to 45 year-olds, rather than its former 30 to 50 age group. It will target women’s consumer magazines such as Closer,

Essential, Eve and Red and daytime TV shows such as GMTV and This Morning.

The campaign will also seek to grab the attention of London stylists and regional newspapers to encourage women to feel more confident in lingerie regardless of their size and highlight how it can improve an overall look.

The Wonderbra lingerie campaign will continue targeting its 16 to 25 year-old core market and the secondary market aged up to 35. ‘Wonderbra is an all-round campaign,’ said Coon. Rather than being focused on the bust as before, ‘now we will be bringing on a lot more bottoms, looking at the body as a whole package’.

The campaign will use women’s consumer magazines such as New Woman and Cosmopolitan, and radio stations such as Kiss FM and daytime TV. During May, it will mark Wonderbra’s tenth anniversary by discounting its range to 1994 prices.

The agency is also planning to represent Wonderbra and Playtex at the Harrogate Lingerie and Swimwear Exhibition from 22-24 February, and use trade magazines such as Lingerie Buyer, Draper’s Record and Womenswear Buyer. Strawberry will also spearhead the launch of Playtex brand Just My Style in May.

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