BONDS: BOOBICON

In October 2013, Bonds released an advertisement for their new campaign for their new range of bras. As Bonds is well known for their under garments, especially underwear, they wanted to change that by focusing on bras to make them the best fit for all uses and sizes to build their reputation for bras as well. By introducing their collection of new bras which is fit for any style or size boob, they replaced the ‘OO’ in the word boobs with emoticons representing different types of boobs for example “B(^)(^)Bs” for chilly boobs and “B/.//./Bs” for sporty boobs. In using emoticons to signify different types of breasts, it makes it playful and good-humoured, however some did not agree.

As their billboards only featured the word 'boobs', many people were offended because it was “degrading women” (Baker, 2013). Many people sarcastically suggested that they should use the words "balls" or "penis" to advertise their briefs for men, even though the definition of boobs is “as a colloquial term meaning ‘a woman’s breast’”. While Bonds is working with the National Breast Cancer Foundation, and their campaign is all about breasts, one breast cancer survivor was also insulted stating they're promoting to save boobs but not lives. (The world collective)

This campaign is the most successful product in Bonds’ history, generating $4 million in the first week and increasing their brand sales up to 83 percent, through the pictures uploaded to media raising even more awareness.

#Advertising #Bras #Bonds #successful