While Dove used "real women" in underwear in their Campaign for Real Beauty, Wonderbra is letting customers be models for the brand. UK women are being encouraged to show up for a giant photoshoot on June 28 in central London. Wonderbra hopes to get 1,000 real women flaunting their bodies in their favourite Wonderbra underwear.
The brand is launching the initiative in conjunction with a new video ad which features a playful montage of images of common breast nicknames such as coconuts, melons, cupcakes and pillows. At the end of a clip is a tagline encouraging women to show up for the open casting.
"The idea is to use women from our 18- to 35-year-old target market who embody the spirit of the Wonderbra and feel happy showing themselves feeling good wearing our bras," the Guardian quoted Julia Nolan, the brand's marketing manager.
"The final poster will feature the thousands of images arranged to produce a particular end design, although for the moment we're playing the precise details of what this is close to our chest."
The campaign is meant to promote Wonderbra's new larger D to size G cup bras.
Here are seven more Wonderbra ads:
What's Driving This Trend
- Consumer-generated Ads
- The initiative of letting customers be models for the brand is a disruptive innovation opportunity that taps into the trend of consumer-generated ads.
- Body Positivity
- The campaign's focus on showcasing real women and their bodies in a positive light presents a disruptive innovation opportunity in the body positivity movement.
- Inclusive Sizing
- The promotion of new larger cup sizes by Wonderbra opens up a disruptive innovation opportunity in the inclusive sizing trend in the lingerie industry.
Who This Affects Most
- Advertising
- The use of open casting for Wonderbra ads allows for disruptive innovation in the advertising industry by involving real women in the creative process.
- Fashion
- The body positivity messaging in Wonderbra's campaign creates a disruptive innovation opportunity within the fashion industry to promote inclusivity.
- Lingerie
- The promotion of larger cup sizes by Wonderbra presents a disruptive innovation opportunity in the lingerie industry to cater to a wider range of body types.
