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

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences