The Wonderbra: How Thinking Big Ensured the Survival of the Fittest

Relaunch of Wonderbra. Several problems were facing the brand in 1994 (described). Objective: to differentiate the brand from its competitors and to generate publicity/PR. Media: women's magazines and posters. Results: massive PR achieved, especially due to the posters. Substantial incremental sales achieved. Same campaign used for launch in other countries.