Big boob lingerie experts Bravissimo have appointed Liverpool-based marketing and communications agency liquid to work on a new campaign to help give women confidence that they are wearing a correctly fitting bra.
Due to launch in March 2013, the month-long campaign, entitled Boob School, is taking place during the 100th anniversary year of the bra’s creation. It is designed to promote Bravissimo’s free bra fitting service and will target women aged 25-55, size D cup and above.
Liquid have been tasked with developing an integrated campaign that uses research, social media and PR to highlight common bra fitting problems and talk to women about how their bra should fit. The campaign, aimed at real women, will take a lighthearted look at the common bra fitting mistakes that women of all shapes and sizes will encounter at one time or another. It reflects Bravissimo’s mission to make buying lingerie a confident, pleasurable experience where women with bigger boobs are offered a wide choice of styles and colours.
It is hoped that the activity, which highlights a number of bra faux pas that UK women are currently experiencing, will drive women of all ages, sizes and shapes into one of Bravissimo’s 21 stores to book a professional bra fitting.
Women will be encouraged to book in for Bravissimo’s unique bra fitting experience where their talented staff don’t use a tape measure but rather use their experience to find the best fitting bra for the customer.
Natasha Hatwell, Marketing Communications at Bravissimo said of the campaign: “We conducted quantitative research earlier this year to discover how women were feeling about their boobs, bras and bra fittings and were surprised to find that the majority have, at one time or another got it wrong; either squeezing their boobs into a bra which is too small or letting their assets sag, due to lack of support!
“We want women to feel brilliant about their boobs and a correctly fitting bra goes a long way towards that. Boob School is a fun campaign that we hope will engage a wide range of women, create an online buzz and help us promote our excellent bra fitting service.”
Bravissimo stock a wide range of lingerie in D to L cup, bra-sized swimwear in D to K cup (28 to 40 back sizes) and nightwear with built in soft cup bra. To order call 01926 459 859 or visit www.bravissimo.co.uk.
Liquid is an award-winning creative marketing and communications agency based in Liverpool. Services include creative design, marketing and strategy, branding, advertising, social media strategy, web design and PR. Strategic in their approach to marketing and brands, Liquid provides fresh and innovative solutions for a range of clients, including Warburtons, Onitsuka Tiger and Radley.