Newfoundland bra shop launches horrific campaign

An East Coast bra shop starts a perky new campaign.

St. John’s bra boutique The Boobie Trap has launched its first media advertising campaign, an initiative that highlights the horrors faced by women who wear the wrong bra size.


The campaign began Oct. 31 and includes online videos,  print, out-of-home and point-of-sale creative developed by Target Marketing and Communications. Each execution features horror movie-style lighting and camerawork and identifies bra-related anatomical afflictions such as “quadraboob” and “shelf boobs.”

The print, out-of-home and point-of-sale creative adopts the same theme, with images designed to look like posters for fictitious horror movies with names such as “The Sagging” and “The Shelf.”

The campaign also employs tagline such as, “We can stop every woman’s worst nightmare” and “We can stop the horror.”

Jenny Smith, creative group head at Target, said women would recognize the horrors of ill-fitting bras as outlined in the campaign.

“[Bad bras] result in a number of very horrible and grotesque and frightening malfunctions, so the idea of the campaign was to draw attention to that fact,” said Smith. “I think 85 or 90% of women actually wear the wrong bra size and they experience these malfunctions, and sometimes they don’t know they’re showing off these malfunctions.

“When women get together, they talk about these types of problems.”

According to Smith, The Boobie Trap, which opened last year, approached her agency several months ago to develop a brand identity and advertising campaign. Smith said both sides were wary of the sex-appeal strategy that characterizes much of the marketing in the category.

“The majority of bra advertising focuses on selling sexy bras and underwear that will appeal to men but not so much to women,” said Smith. “In other words, they sell bras you’re supposed to take off. In contrast, with this campaign we’re trying to sell bras that are meant to be worn.”

Cinema spots will be added to the campaign later this year.

Brands Articles

Canadians embracing ethnic eats (Survey)

But how can food brands respond to popularity of world cuisine?

Indochino hires Michael Mayes as first-ever creative director

Vancouver-based firm mandates exec to "bring brand to life"

Saks Fifth Avenue plans Calgary store opening for January 2018

Move follows openings in Toronto earlier this year

Telus introduces #TheGivingEffect

Telecom hopes to inspire Canadians to give back with feel-good campaign

Medium.com has a message about community management

The content platform is a case study in user engagement for CMOs

Airbnb’s Chip Conley wants to make room for other execs

Who better than a former hotelier to court the corporate traveller segment?

Martha Stewart’s big, fat, marketing miss

C2 Montréal 2016's closing speaker kept her best secrets to herself

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery