The Wonderbra: How Thinking Big Ensured the Survival of the Fittest - IPA Effectiveness Awards Case Study 1994

Brief Description: 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. ;---(TAGS)--- Full Title: Wonderbra - how thinking big ensured the survival of the fittest ; Number: 1994/221 ; Brand Name: Wonderbra ; Client: Sara Lee ; IPA_ProductCoding: Clothing & Accessories (Lingerie/sleepwear) ; Agency: TBWA ; Author: Susanna Hailstone ;