Ultimo campaign to challenge Wonderbra

A new bra, which aims to compete with the Wonderbra and claims to offer double the cleavage-enhancement, has been launched by a 27-year-old Scottish entrepreneur.

The Ultimo bra, which has taken two and a half years to develop, was invented by Michelle Mone, an ex-Labatt’s marketing manager and owner of Glasgow-based MJM International.

Gel pads made from a secret ingredient, similar to silicone, are sewn into the bra which, according to Mone, double the cleavage-enhancing effect other bras offer.

One thousand shops have signed up to stock the Ultimo, which will be launched at Selfridges in London next month. The bra, which costs 35, will initially be available in black or white. A millennium bra, which changes colour under different lighting, bikinis and swimsuits will follow.

Faulds Advertising has won the Ultimo launch campaign, which also marks MJM International’s first venture into advertising.

Previously unknown 20-year-old Scot Mary Kennedy will star in the press and poster campaign after winning a competition in the Daily Record to find the Ultimo girl.

Mone says the campaign will not be a replica of the “Hello Boys” Wonderbra ads. She says: “It will be totally different, we won’t want to do the same as everyone else.”