For over 100 years BONDS has been Australia’s favourite underwear brand. Every Australian on average has seven items of BONDS underwear in his/her wardrobe
Despite this dominance in undies, BONDS had never been able to get equivalent share in the lucrative Australian bra market worth approximately $1b a year.
Three previous attempts to launch a bra range had fallen short as women complained BONDS was inferior quality, ill-fitting, with no proper support.
We were known for quality undies, not quality bras.
Instead of following fashion convention, we wanted an idea bigger than just bras and women. A ‘moment’ that could stop traffic and get BONDS back into the cultural narrative. So we broke some rules and cheekily changed two letters in the BONDS logo - from BONDS to BOOBS.
‘BOOBS’ got BONDS back into Australian culture, and made women believe it was finally serious about bras.
The campaign generated an 83% sales increase, over $4 million in earned media coverage, and almost 54 million media impressions. The most successful launch in BONDS history to date.