Objective:

To launch Barely There’s invisible look bra, increase brand recognition (in focus groups the target audience couldn’t even name the brand they were wearing) and own the solution for looking and feeling great in your clothes.

Target Audience:

Women, age 25-45 who don’t buy bras because they want to look sexy, but rather, because they want to look better in their clothes.

How Magazines Were Used:

A campaign of spreads and single pages ran in the fall fashion issues of major women’s magazines, in order to reach women as they were thinking about their fall clothes—and realize that the invisible bra was the solution for what they wear under them.

Results:

Brand awareness doubled in first month alone.

Sales rose 15%.

Industry Awards:

2007 Kelly Award Finalist

Other Recognition:

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