Photo: The Boobie Trap
Most lingerie advertisements target men just as well as women. Consider Victoria’s Secret, for example — most men will pause on the street to check out an ad.So this Canadian lingerie shop went out on a limb by taking an entirely new approach: targeting solely women with its ads. According to “Marketing, Advertising and PR in Canada:”
St. John’s bra boutique The Boobie Trap has launched its first media advertising campaign, an initiative that highlights the horrors faced by women who wear the wrong bra size.
The campaign began Oct. 31 and includes online videos, print, out-of-home and point-of-sale creative developed by Target Marketing and Communications. Each execution features horror movie-style lighting and camerawork and identifies bra-related anatomical afflictions such as “quadraboob” and “shelf boobs.”
Check out the creepy ads here (via Adform).
While this is a unique advertising strategy that’s sure to get some attention, we wonder if it’ll work in the long run. A fashion designer wouldn’t advertise with images of ill-fitting clothes, after all. But clearly, the store wants to break away from the marketing strategies of a more traditional lingerie store like Victoria’s Secret.
It’s also trying to reach a different demographic. The boutique shop says it offers trained bra-fitters and stocks all sizes from A all the way through J. And the ads, posted to the store’s Facebook page, have been shared by the dozens.
Is this a good strategy? Let us know in the comments.
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