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

Content Strategy: Setting the table to feed your business

Five steps to creating content that can nourish your audience and grow your brand

Metro launches online grocery with ‘fast and fresh’ promise

Service available for delivery or pickup in parts of Quebec

Casacom wins OnDeck after competitive review

Communications plan to include speaking engagements, events and business outreach

Underwear brand looks to Kwittken to boost awareness

MyPakage Apparel wants to make underwear for men cool

Ricardo Media looks to PR to promote English print mag

Bicom Communications will handle media and influencer relations to build awareness

Baby Box Canada connects CPGs with expecting parents

Non-profit organization has attracted more than 100,000 registrants in nine months

Watch This: Taco Bell throws a slumber party

The QSR turned one of its stores into an Airbnb for one night only

WD-40 creaks into the app space

The brand made an app to give doors a spooky creak for Halloween

Coke profit falls, but global volume up

Growth of Sprite and energy drink brands in North America offsets Diet Coke decline