Gossard, the Sara Lee-owned underwear brand, is being relaunched to move the brand away from its Wonderbra heritage and give it an older, more sophisticated appeal.
It is launching a range of bras called Gossard Super Smooth, which will take over from Wonderbra as its key product. The range, which will be launched in January, is made up of four moulded, T-shirt bras that do not have seams, stitching or elastic and are invisible under clothing.
Gossard marketing director Stephen Holbrook says that the range will be aimed at 25- to 40-year-old women who have grown up with Wonderbras but are looking for something more sophisticated. He adds that both the consumer and the brand have grown up and the new range reflects that.
A multi-million-pound launch campaign will be created by TBWA/London, which was reappointed to handle the Gossard account earlier this month. The agency previously worked on the account in 2001. The campaign will break in the New Year.
Holbrook has been reviewing the brand since he took over as marketing director last year (MW July 31, 2003). The relaunch will also include a new logo and new packaging, which have been developed by MGA Design. The Wonderbra range will still be available, but will not receive the same level of marketing support.