Sonia Vachon
The popular Quebec actress Sonia Vachon is Penningtons’ new – and very first – brand ambassador.
The plus-size clothing brand introduced its new Quebec spokesperson to the press and on its Facebook page Jan. 10. Perhaps a measure of how popular Vachon is in la Belle Province, the post was liked by 2,543 fans, shared 177 times and got 406 positive comments out of the first 410 posted.
”Finally a beautiful and real woman who feels good about herself, very inspiring,” wrote one fan.
The move is part of a strategy to revitalize the brand’s image, said Sarah Massariol from Bicom, the store’s PR agency. In the near future, “this new direction will offer a completely redesigned look, in regard to clothing, boutiques and advertising campaigns as well.”
Vachon will appear in television ads, online videos and at live events.
”Since the beginning of her career, Sonia has, by her infectious cheerfulness, created a special bond with women in Quebec. Her popularity rating among the public, her enthusiasm and zest for life are typical of our new slogan, ‘Go Style Happy!'” said Ginette Harnois, marketing vice-president for Penningtons, in a release.
For now, Vachon will be Pennington’s only brand ambassador. Reitmans Canada, which owns the 155-store Pennington retail chain, has no plans to introduce a similar spokesperson in English Canada.
Imago, a creative agency specializing in fashion, created the media campaign.
