Gossard Promotes G-Strings With Multi-Media Campaign

Lingerie brand Gossard is launching its new range of g-strings with a £2 million multi-media campaign.

The promotion will include press, TV ads, outdoor, SMS and online activity featuring the new “Gossard do things my way” strapline.

The SMS campaign will tie in with the TV commercials, which invite viewers to text Gossard to receive a £1 money-off voucher for the new g-strings range. Marcus Wilcos, group chief executive of WARL, who devised the campaign, commented: “The campaign being about women and for women represents an attitudinal sea change creatively, while the multi-media strategy consummates these personal connections by touching women in their own considered time and space.

Creative director, Tommy Adkins, added: “They will buy into the Gossard brand if its able to demonstrate sensitivity and insight into what it means to be a modern woman. It doesn’t pander to a male perspective that is just about sex.”

Gossard is the first lingerie maker in the UK to use SMS as a promotional tool. Bra manufacturers in the UK have had a particularly fruitful relationship with outdoor advertising. Gossard is best known for its infamous “Hello Boys” poster campaign (see Wonderbra Tops Ad Poll), which ran in 1994, provoking 88 complaints to the Advertising Standards Authority, which concluded that it was unlikely to cause serious or widespread offence.

The poster has subsequently been credited with pushing the boundaries of advertising. Some commentators have been critical of such ads, which are increasingly upping the shock factor in a bid to grab the attention of an increasingly unshockable population.

Gossard: 01977 553380 www.gossard.com WARL: 020 7400 0900 www.warl.co.uk

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