The ‘Tweeting Bra’ is part of a unique breast cancer awareness campaign by Nestlé SA. Oglivy Athens created a bra for Nestle Fitness that is designed to remind women to perform self-exams: each time the bra is unclasped, it sends a tweet to the 'Tweeting Bra' Twitter account.
The bra has a small Bluetooth sewn into the back of it and when it detects being unhooked, it automatically posts a message to the account. Since this is a Greek campaign, many of the tweets are in Greek, but occasionally, groan-worthy puns like "boobs I did it again" can be spotted in English.
Well-known Greek personalities like TV presenter Maria Bakodimou have agreed to participate in wearing the bra for this campaign.
Tweet-Sending Bras
The Nestle SA 'Tweeting Bra' Tweets When It is Unclasped
Trend Themes
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Wearable Tech — Creating smart clothing, such as bras, that can connect to the internet and generate data opens up opportunities for the health sector to monitor and track health conditions.
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Social Media Integration — Integrating social media into wearable tech is a way to create engagement and awareness campaigns that reach a wider audience and generate buzz.
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Awareness Campaigns — Creating unique campaigns that target important issues, such as breast cancer, can help raise awareness and encourage participation in preventative actions.
Industry Implications
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Fashion — Fashion brands can create a new market segment by integrating technology into clothing, such as bras, and create functional and stylish wearables.
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Healthcare — The use of smart clothing that can monitor and track health conditions can help healthcare professionals detect and treat conditions earlier, improving patient outcomes.
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Marketing and Advertising — Integrating social media into wearable campaigns creates new marketing and advertising opportunities that can generate buzz and create brand awareness.