Wonderbra reviews European ad business

Wonderbra is embarking on a review process for its European advertising business. The brand, memorable for the “Hello Boys” ad in 1994, created by Trevor Beattie when the brand was owned by Sara Lee, is in the early stages of the review.


Paris-based Wonderbra marketer Helene Patrini is leading the review. The brand is now owned by DB Apparel and has recently worked on a project basis with Iris.

The agency co-ordinated a nationwide model search for Wonderbra in 2008 and in 2009 launched the Wonderbra Ultimate Strapless bra, which incorporated an extensive social media campaign and microsite.

In December, DB Apparel UK promoted Julia Nolan to the newly created role of head of marketing. Nolan oversees the UK activity for the lingerie brands in DB Apparel’s portfolio, which include Playtex, Wonderbra and Shock Absorber.

However, Wonderbra’s overall brand strategy is co-ordinated from DB Apparel’s French operation and creative work is often adapted for other markets. Nolan is currently not involved in the European review.

This story first appeared on pitch

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