Sloggi and Mullenlowe Group's Provocative and Quirky 'Try My Bra' Campaign Celebrates True Comfort

Today, Sloggi, part of Triumph Group, one of the world’s leading underwear and lingerie companies launches a new fully integrated campaign in 15 European markets. The campaign for the ‘WOW Comfort Bra, encourages consumers to ‘Try My Bra’, and aims to re-ignite the brand as a champion of ‘true comfort’ in the bodywear category.

This is the first work from the brand since MullenLowe Group were appointed as global agency of record to the account in January this year. This campaign represents a pivotal moment in the history of the brand through the use of a distinctive tone-of-voice and provocative creative to position them at the forefront of the comfort category. 

The campaign launches with a film featuring actress/model Jade Hénot and writer/director Brendan McNamee. The film’s soundtrack comes from up-and-coming American singer/songwriter, Ezra Furman who has received critical acclaim and 5-star reviews across the USA and UK, he is hotly tipped to dominate the music industry this year.

As well as TV, the campaign will run across retail (which features innovative in-store activation), OOH, digital, social, PR, and influencer marketing. Sloggi have partnered with VICE in the UK to work with contemporary influencers. These artists will be inviting their fans to ‘Try My Bra’ by creating content through editorial photo journals. 

Sloggi’s Global Head of Brand and Marketing Nick Tacchi explains: “We are very excited about the launch of our first European-wide integrated campaign. It does a fantastic job in reflecting our obsession with comfort when it comes to both our products and the bold, ‘nothing to prove’ attitude we want to celebrate and stand for as a brand. We love how the campaign really delivers on both these things with great creative that we believe is a breath of fresh air in our category.

Emma Perkins, Group Executive Creative Director: “Underwear advertising takes itself too seriously, and most women can't identify with advertising from the category. If you do see a fun, lighthearted campaign it’s normally at the expense of women, shot for the male gaze. Sloggi is a true challenger brand, so we wanted the campaign to push up against all this stuff, whether that’s in the print where our women aren’t even wearing the product or showing a man giving the product a try.”

The campaign launches on 16th March 2017.