Take a look:
Lingerie brand Triumph's sales division and marketing folks (Northern Europe) had this to say about this, quite involved, campaign. The key word to watch for here is "transform" - and I'll admit, they kind of have a good point:
A fairy godmother helps the girl find the perfect bra ("the one"). Ferguson (Triumph & Sports Illustrated model) is then seen (edit: transformed into a real girl) in a changing room, looking in a mirror at her bra as she whispers, "I found it."
Eszter Szijarto, the head of brand marketing at Triumph, said: "It is really important for us to find new ways of bringing to life the bra finding journey so that we continue to inspire customers to go for a bra fitting.
"By transforming our model, Hannah, into a cartoon we are treading new ground and by doing so, we aim to create a compelling visual experience that captures the magical feeling of finding the right bra that transforms your life – ‘the one’."
"Women easily identify with animated characters, which explains the success of animated fairy tales all over the world.
"Also, the perfect bra and Prince Charming have a lot in common: almost every woman dreams of finally finding the right one."
There's more information HERE.
I want to note - that's a very nice use of the frog prince motif too. Though we never see him transform, he subconsciously reminds the viewer this is all about transformation, right the way through (though the message might have been slightly clearer had we seen the animated girl actually transform into a real one).
What do you think? Will this encourage girls and women to not settle on their undergarments but to get the right fit? I think at, the very least, it will do a good job of helping mothers of Frozen fans take their daughters bra shopping with a less self conscious atmosphere.
(This is turning out to be such an eclectic fairy tale news day!)
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