Educates women on importance of wearing sports bras for exercise
Pacific Brands, Host Sydney and creative partner Parlour, have collectively launched their first campaign together since Host and Parlour’s appointment for the intimates brand, Berlei, in November 2012. The new ‘Bounce’ campaign was created to educate women on the importance of wearing a sports bra when exercising. Research conducted by Berlei and the Australian Institute of Sport reveals that even a 12B breast can bounce up to 8cm when unsupported.
Emily Small, Marketing Manager of Berlei comments ‘we wanted to talk to women at a time of year when getting fit and healthy is most relevant to them. We all make New Year’s resolutions to look after our bodies and a Berlei sports bra is crucial to protecting even smaller breasts when exercising. Berlei bras are endorsed by the AIS and do offer protection for all breast sizes - right through from jogging to doing pilates’.
Suzie Shaw, Managing Director of Host comments, ‘it’s a new, fresh and fun campaign for Berlei and has been a great way to start the new working relationship between Host and Pacific Brands’.
Tiara and Jo from creative agency, Parlour, comment ‘protecting your breasts is a serious message but we wanted to deliver it in a strong, modern yet lighthearted way’.
The campaign kicks off early in 2013 with a fully integrated campaign including TV, Cinema, Out of Home, Print, POS and Digital.