The Brief

Bonds has been Australia's favourite underwear brand for 100 years. But with an extensive new bra range to launch, they needed to grab the nation's attention again. The brand had invested significantly in the design and manufacture of the range, and key retailers had made large pre-orders. Our brief was to prove just how seriously Bonds was taking its entry into bras, and to make Bonds as famous for bras as they are for underwear. The campaign aimed to put Bonds top of mind in the bra category, and create noise and talk about the brand's important new product launch.

Describe how the promotion developed from concept to implementation

Our idea was to relaunch the entire brand to highlight the new area of focus. We redesigned the famous 'BONDS' logo by changing two letters to make it read 'BOOBS', heralding the brand's venture into bras and communicating the news in a single word. For the week of the launch, the Boobs brand was activated everywhere – storefronts, till receipts, shopping bags, staff uniforms, even the company website and Facebook page. We would then rely on the public to encounter, react and share our message, in order to reach our goal of a 15% increase in overall Bonds sales.

Describe the success of the promotion with both client and consumer including some quantifiable results

Every POS element played a critical role in establishing the newly redesigned brand, creating awareness and encouraging trial amongst Australians. Signage and bags evolved into shareable social media content, with 2000+ Australians photographing and sharing them. This conversation generated over $4 million in earned media, as well as almost 54 million impressions. Bonds became instantly famous for Boobs, as did the new bra range. At this early stage in the campaign our revenue return on investment is $4.8 million revenue to $1.3 million investment. And an 83% increase in sales made Boobs the most successful product launch in Bonds' history.

Explain why the method of promotion was most relevant to the product or service

The creation and promotion of the playful new Boobs brand afforded us cut-through in our launch into a new market, stimulating conversation and consideration. And although it was a seemingly simple design change, the implantation of the new brand across every touchpoint in-store and beyond was far from simple. But it certainly proved worthwhile, with the intriguing store experience resulting in increased foot traffic and trial – an essential factor for a garment product that requires fitting. The bold nature of the campaign also proved relevant to retailers, exciting them and encouraging them to stock more of the new product.