Black is the most popular underwear colour in the UK. And yet all liners were white. Visible white liners are never a good thing, particularly if you’re going for that ‘all black’ look.
Drawing inspiration from the world of fashion, we devised a stand-out creative launch campaign that called out key insights – such as the familiar see-through legging scenario!
An extensive launch toolkit and social roll out, working closely with retailers to support promotional calendars and drive trial during the all-important launch period.
Results: 1.7m reach; 12.4k social engagements; 5k clocks to ASDA.com; 'Understands me as a woman' IPSOS metric long-term growth