Campaign Wonderbra Multiplunge
PR team Iris PR
Timescale November 2006-ongoing
Budget Less than £10,000
This versatility means it can be discreetly worn with a greater number of outfits, such as single-shoulder dresses.
Wonderbra launched the Multiplunge to long-lead publications and trade press last July. In November it asked retained agency Iris PR to replicate the level of media interest that surrounded the iconic 1990s Hello Boys campaign.
To raise consumer and media awareness of the Multiplunge. To boost interest in the product among Wonderbra staff and retailers.
Strategy and Plan
Iris decided to focus the Multiplunge campaign on the bra’s main point of difference – that it can be worn in many
different ways, making it more versatile than its competitors.
Unlike the famous 1994 ad starring Eva Herzigova, which overtly targeted men, the core market for Multiplunge was 18 to 25-year-old women, so Iris wanted to target the relevant national, consumer, web and broadcast media.
The campaign highlight was a photocall on the steps of the National Gallery in London, with 100 girls wearing the Multiplunge in each of its different ways. Of the girls, only a handful were professional models – the rest were ‘Wonderbra fans’ invited to participate in the stunt.
Iris supported the photocall by selling in feature angles to various media, positioning the Multiplunge as ‘the only bra a girl needs’ for the Christmas party season.
Measurement and Evaluation
The campaign generated more than 60 items of coverage, with the photoshoot featuring on ITV’s GMTV and This Morning.
Print interest included the Daily Mail, Daily Express, Daily Sport, Daily Star, Sun, Sunday Mirror, People and the London Metro.
Magazine coverage included In The Know, Real, Reveal, Cosmopolitan, Essentials and Zoo. Regional press also picked up the story, with the Western Mail, Burton Mail and Grimsby Telegraph all running articles on the new bra.
Handbag.com, AOL.co.uk, Tiscali.co.uk and Thisislondon.co.uk covered the campaign, as did La Republica and the Hindustan Times.
The Multiplunge has been Wonderbra’s most successful product launch since the introduction of ‘variable cleavage’ more than six years ago, and the bra has been discussed by columnists such as Jane Moore in The Sun and Eamonn Holmes in The People.
More than 90 per cent of the coverage included the ‘100 ways to wear’ message, and most retailers of the bra had sold out of the product after the November photocall. Clare Taylor, fashion writer at the Daily Star, says: ‘I remember it well.
We had a double-page spread of a model demonstrating each of the different ways to wear the bra. It worked much better as a visual piece rather than a basic news article. The PR company was absolutely thrilled and I’m sure our readers were, too.’
Christine Morgan (pictured above), a director at Good Relations, has worked on the Gossard account: It has been some years since I’ve penned puns for Gossard, but I have to say ‘bravo Iris!’
While the agency was not endowed with the largest of budgets, the agency relied on its assets of good media relations to deliver very impressive results and meet the brief of a quick-fix job to lift sales over the crucial Christmas season.
Of course, the media have always held a strong interest in the ‘Bra Wars’, from the latest bra girls to countless innovations of air-filled, gel-filled or, in this case, ‘100 ways to naturally fill’ a bra cup.
But with 90 per cent of coverage carrying this crucial message, it is clear that Iris successfully pushed Multiplunge’s USP.
Iris has also shown some tenacity in maximising its coverage opportunities across print, TV and online, but I wonder if this could have also extended to radio. When we called Gossard’s brand manager a ‘cleavologist’, we were inundated with interview slots. In addition, I wonder if Iris also tried to find Multiplunge ambassadors for the campaign (think of all those scantily clad celebs spilling out of nightclubs over the pre-Christmas period).
Saying that, it is no small feat to gather 100 willing women to bear their bras to celebrate the versatility of cleavage options, and they certainly illustrated the product’s benefits. Overall, Iris has given sales support in all the right areas, proven by outstanding retail sales.