Gossard unveils marketing strategy

Lingerie brand Gossard is launching the first in a number of planned marketing initiatives with a 24 hour billboard advertising campaign starting on Monday (17 November) at key London sites.


The campaign posters promoting the Superboost range will only be up for 24 hours with the straplines ‘Good Buy Girls’ or ‘OMG’ (Oh My Gossard).

The ads reference the look and feel of Gossard’s iconic advertising campaign of the 1980s and the iconic Wonderbra “Hello Boys” campaign but the company claims that the underlying messages have been thoroughly updated to appeal to women of today.

The campaign is part of a major development of the brand through new and existing products and related marketing activity.

Gossard managing director Tony Jarvis says: “Gossard is a brand with great recognition within the lingerie sector but we realised we needed to make the brand and its products more relevant to the upcoming generation of sassy, sexy women. The launch of our new Superboost range that beautifully accentuates women’s curves is the perfect vehicle for the campaign as the range offers ‘traffic stopping’ style and fantastic quality, yet is also priced for everyday, not just special occasion, wear.

“Our research indicated that women want to look and feel sexy not just on special occasions and that they are primarily buying for themselves – not just to please someone else.”

Former Puma marketer Jarvis was appointed at parent company Courtauld in September http://www.marketingweek.co.uk/news/courtaulds-names-puma-marketer-as-md/3004446.article

The campaign has been created by Gossard with media handled by Pure Media. There will be promotions through key websites and a social media and online PR campaign orchestrated by Brandnation.

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