Asia Sexiest Girls 021
Brand development
In 1966, Canadian Lady made several important changes to their advertising strategy. They introduced television advertising and changed the emphasis from the product to the brand. Ads attempted to build consumer awareness of the single brand name: Wonderbra. Market research showed that women did not want girdles advertised on television—girdles were seen as armor against sex, while bras provided a means of attraction.[18]
Our Montreal office got the Wonderbra account. This was a Canadian company which held down the Number Two position in women's garmentwear. One of our copywriters came up with the line: "We care about the shape you're in." Larry Nadler, who headed the family business, was a risk-taker. He loved the line and so did we. We had it set to music and prepared a television campaign around it. The CBC turned it down, not because of the line, but because we had the audacity to show a woman in a bra. CTV had no such qualms, which proves how arbitrary the world can be. Eventually, the CBC recanted and ran the campaign. .... The result of the campaign—not just in TV, but other media as well—moved Wonderbra into a solid, first-place position in its field.[19]
- Gerry Goodis, former CEO, Goodis Advertising
Instead of being hidden “unmentionables,” Wonderbras became more visible icons of female sex-appeal. The company also used pricing to promote Wonderbra as a luxury product with the highest price of any mass-merchandised brand. This strategy also provided greater profits in a very competitive industry. The goal was to have women see their Wonderbras as a cosmetic—a beauty enhancer—rather than a functional garment. Playtex, the leading brand at the time, promoted the ease of care and durability of their girdles and brassieres.
Beginning in 1967, the advertising focused exclusively on Wonderbra brand brassieres.[18] In 1968, Nadler hired Goodis Advertising to develop the new campaign. The Wonderbra ads were based on fashion and emotional appeal. In various ads, the man would appear as fashion photographer (in a fashion shoot) or fashion buyer (at a fashion show).[21] The storyline suggested an attraction or budding romance between the man and the women. The voice-over and jingle featured a man's voice and the commercial showed an actual woman's torso naked except for a bra. All other television ads before this era showed brassieres on a manikin or a dressmaker's dummy to promote the functional features of the product. Every Wonderbra advertisement contained versions of the musical theme, "We care about the shape you're in. Wonderful, wonderful, Wonderbra".[22] The 1979 television campaign included a commercial directed by Richard Avedon which won a Silver award for television advertisements shown in Canada.[23]
The Dici by Wonderbra television advertisements started in 1974.[24] The brand was positioned to young women as a more natural alternative to the heavily-structured bras worn by their mothers. The animated ads featured the iconic die-shaped packaging. A bra exited the box like a bird, then metamorphosed into a seagull and flew away. The tagline reinforced a spirit of freedom and nature: "Let it be Dici. Dici or nothing."
Source from : http://en.wikipedia.org/wiki
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