Pepper is a woman-founded business that caters to small chest women, attempting to limit the frustration of finding the correct bra and eliminating any "common [...] shopping problems." The brand seeks to reclaim the insult "flat as a pancake" by deflecting its meaning to incorporate a delicious component. As National Pancake Day was on March 12th, Pepper announced on social media that it will be celebrating National Flat Chest Day instead.
The activation involved an e-store-wide promotion. Individuals who purchased lingerie from Pepper's website on March 12th got a return of $4.65 USD to spend on a short stack of pancakes at the International House of Pancakes. The promotion did not only have the ability to empower small chest women and celebrate their bodies but it also offered a delicious twist to the mix.
Female-Empowering Free Pancake Initiatives
Pepper Honors Small Chest Women with a National Holiday
Trend Themes
1. Body Positive Branding - The trend of brands empowering and celebrating diverse body types, like Pepper's focus on small chest women, presents opportunities for disruptive innovation in inclusive marketing strategies and product development.
2. Alternative Holiday Celebrations - The trend of creating alternative holidays, such as National Flat Chest Day, opens up opportunities for businesses to tap into niche markets and create unique promotional events.
3. Culinary Collaborations - The trend of partnerships between brands, like Pepper and International House of Pancakes, presents opportunities for collaborative marketing initiatives and cross-promotions.
Industry Implications
1. Lingerie Retail - The lingerie retail industry can innovate by focusing on niche body types, like small chest women, and creating products that cater specifically to their needs.
2. Food Service - The food service industry can explore collaboration with non-food brands, such as lingerie companies, to create innovative promotional events that offer unique dining experiences.
3. Digital Marketing - The digital marketing industry can tap into the trend of body positive branding by offering expertise on inclusive marketing strategies and helping brands create empowering campaigns.