New Campaigns: Wonderbra

Lingerie manufacturer Playtex is introducing the strapline “Experience WonderYou” in a European advertising burst to reposition its Wonderbra brand.

The campaign, worth &£2m in the UK and an estimated &£7m across Europe, is Publicis Paris’s first work for Sara Lee-owned Playtex since it won the account earlier this year (MW June 16). Incumbent Euro RSCG had declined to repitch for the business.

The creative work will support the launch of Wonder Effects, the umbrella name for the Plunging, Rounded, Uplift and Cleavage bra ranges. The models remain dressed in the ads, to show the appearance of Wonderbras under clothes.

The campaign breaks on billboards across the UK on October 10 and will appear in glossy magazines from their November issues. The campaign consists of a series of “teaser” and “reveal” images. The teaser visuals depict groups of people in everyday situations, while the reveal scenes, depicting the fully clothed models, will run in print media only. All ads will carry the microsite Web address www.experiencewonderyou.com.

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