Wonderbra planning new UK campaign

Lingerie brand Wonderbra is gearing up to launch a new campaign this year to launch its latest range.

The brand has re-appointed integrated agency iris, who has worked with the company since 2005, to handle strategy, advertising, experiential and digital marketing for the new campaign as well as the below the line work.

The agency has been briefed to create a campaign with “a central creative theme” which will connect its target audience of women in their 20s and 30s. A European rollout will follow the UK launch.

Wonderbra’s last campaign involved a PR driven campaign to find more than a thousand women to appear in a subsequent billboard campaign, which ran last August.

Last year’s campaign was the brand’s first to use consumers. Wonderbra built its brand through racy advertising featuring scantily clad models, such as the “Hello Boys” campaign featuring Eva Herzigova. DB Apparel, the French lingerie company, acquired Wonderbra when it bought Sara lee Branded Apparel in 2006.

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