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 ~ Wonderbra - How thinking big ensured the survival of the fittest; Number: 1994/221; Brand: Wonderbra; Client: Sara Lee; Product Category: Clothing & Accessories (Lingerie and sleepwear); Agency: TBWA; Author: Susanna Hailstone; Prize Winners: Silver; Integration with other marketing tools; (Adworks ref: Advertising Works 8)