Twenty-four years after Wonderbra’s iconic “Hello Boys.” billboard, which captured the world’s attention and was voted the most iconic advertising image of all time by the Outdoor Media Centre, the household name makes a comeback with a new “Hello Me!” campaign.
The “Hello Me!” message represents Wonderbra’s new brand positioning around female self-empowerment. Olivia Capalléra, snr. product manager Wonderbra, says, “the campaign is aimed to celebrate an era of empowered women; women who decide by themselves and for themselves, women who derive their sexuality from inner confidence. Women who want to feel sexy for themselves, when they want to”.
Wonderbra – the third largest bra brand in the UK*, showcases the Ultimate Strapless silhouette in the campaign. The style is Wonderbra’s best-selling product and the UK’s number one strapless branded bra*. Featuring ground-breaking patented innovation with a unique hand-shaped system, it is a solution style favoured by many women worldwide. In a recent poll, 93% of women stated they felt confident wearing the Wonderbra Ultimate Strapless bra. **
Running for two weeks from the 3 December, the campaign leads with a nationwide outdoor campaign launching in five key cities supported by Ocean Outdoor’s exclusive premium and high-impact out-of-home locations across London, Manchester, Glasgow, Edinburgh and Birmingham.
The campaign will further be supported by PR, in-store point of sale activity and digital influencer collaborations, with the campaign hashtag #HelloMe to drive conversation.
Heather Nogueira, Hanesbrands UK business manager, marketing said: “This campaign comes at a crucial time when society is questioning the validity and authenticity of advertising that portray women in a deprecating manner, especially in the lingerie industry. We believe that the old cliché of women looking sexy to cater to someone else’s gaze has been replaced with women wanting to feel sexy on their own terms. This campaign is our way of empowering women to express their individuality with confidence in themselves & in their style. We learnt a lot from Hello Boys, but it is now time for Wonderbra to embrace the new dispensation of female self-empowerment”.
Wonderbra is owned by the US lingerie company HanesBrands, Inc., and is available at Asos, Next.co.uk, FigLeaves, Debenhams and other selected retailers.