WonderBra is aiming to get a lift with its new fall 2016 campaign.
The iconic lingerie brand, which was founded in Montreal in 1939, has launched a digital and social media campaign with a new tagline, “Be your own kind of wonderful.”
“We wanted to do a bit of a change, update the image and refresh the look and spirit of the brand,” said Marianne Cobb, general manager – Canada at Hanesbrands.
The new tagline is a wink to WonderBra’s past, added Cobb, noting that famous campaigns over the years had slogans like, “We care about the shape you’re in” and “Wonderful, wonderful, WonderBra.”
“It’s a nod to our heritage, but with a modern voice and something that’s a bit more dynamic than what we’ve seen in the past,” said Cobb.
The campaign, which includes a video, digital ads and social media, is aimed at women 35 to 45. WonderBra always targets women 35-plus, however, the brand tends to skew a bit older. “We want to make sure that we continue to bring new consumers into the portfolio,” said Cobb.
Montreal-based Imago created the campaign. PR is being handled by Bicom Communications.
