Not showing your products in some cases can have better results then showing it. People are more interested in the unknown then known, therefore the ad becomes very stimulating. Your brand has to be known though, or is at least about to be revealed. Wonderbra is constantly launching such campaigns in order to create a broad base of publicity across target consumer media. You don’t always need to show the product you want to sell. Cause suggestion can be very powerful – the less you show, the greater the anticipation.
Modern consumers demand more than a simple magazine ad or TV commercial. Today’s campaigns involve potential buyers actually interacting in some way or another with the campaign. The ads below all interact with the public ina great way. Wonderbra campaigns are really creative and catches your attention, making you to figure the meaning out on your own. But of course, the brand name helps a lot here, if it wouldn’t describe that much their business, it would be pretty hard to get. Marketing Manager for Wonderbra, Julia Nolan, says, “In a world of celebrity advertising and endorsement, we tend to create campaigns that reaches our audience directly”.
The Wonderbra is a type of push-up underwire brassiere that gained worldwide prominence in the 1990s. Although the Wonderbra name was first trademarked in the U.S. in 1935, the brand was developed in Canada. Moses (Moe) Nadler, founder and majority owner of the Canadian Lady CorsetCompany, licensed the trademark for the Canadian market in 1939. By the 1960s the Canadian Lady brand had become known in Canada as “Wonderbra, the company.” In 1961 the company introduced the Model 1300 plunge push-up bra. This bra became one of the best-selling Canadian styles and is virtually identical to today’s Wonderbra.
In 1968, Canadian Lady changed its name to Canadian Lady-Canadelle Inc., was sold to Consolidated Foods (now Sara Lee Corporation), and later became Canadelle Inc. During the 1970s Wonderbra was repositioned as the company’s fashionable and sexy brand, and became the Canadian market leader.
In 1991, the push-up Wonderbra became a sensation in the UK, although it had been sold there since 1964 under license by the Gossard division ofCourtaulds Textiles. Sara Lee Corporation did not renew Gossard’s license and redesigned the push-up style for the reintroduction of the Wonderbra to the U.S. market in 1994.
Since 1994, the Wonderbra has expanded from the single push-up design into a full-range lingerie fashion label in most of the world. In most countries, the brand emphasizes sex-appeal. In its native Canada, however, the brand promotes the functional qualities of its products—a departure from the strategy that made Wonderbra the top-seller in the 1970s.