Belly Branding Hits The High Street

Advertisers are going to increasing lengths to achieve cut through in the cluttered marketplace and toy manufacturer Tomy has emblazoned its logo across a pregnant woman’s stomach to create the first ever ‘branded bump’.

The stunt, which took place in Oxford Street last week, was a one off designed to raise awareness of Tomy’s MicroBabies toy range. However, if successful the ‘belly branding’ may be expanded into a nationwide campaign.

Commenting on the initiative, Alan Burgess from Tomy, said: “We are really excited about MicroBabies, they are such a unique and funky toy and we think we have found a novel way to promote them – this could be the perfect mediMUM.”

Zoë Ellis (pictured) is the first pregnant woman to trail this initiative. She added: “I am proud to be an expectant mum and happy to show off my new figure! I think this is a really fun idea and extraordinary way to use my tummy!”

‘Belly branding’ is the latest in a long line of stunts that have seen advertisers turn to increasingly bizarre ways to connect with consumers. Last year ambient advertising group, Dogvertise, launched its first pan-European campaign to promote the new Sony Ericsson T300 mobile phone with teams of branded dogs (see Advertising Goes To The Dogs With New Campaign).

More recently Cunning Stunts invited models in coastal resorts around the country to wear a temporary tattoo on their bottoms to raise awareness of FHM‘s High Street Honey 2003 competition (see Cunning Stunts Gets Cheeky With FHM Ad Campaign).

Tomy: 023 8066 2600 www.tomy.co.uk

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