Bonds invites women to create their own ‘boobicons’ in latest phase of BOOBS campaign

Screen Shot 2014-09-08 at 10.00.40 AMBonds has launched the latest phase of its BOOBS campaign which includes the creation of ‘boobicons’ and an appeal to women to share their own boob type on social media.

The underwear manufacturer has drawn up its own emoticos in a spin on how women can identify their chest size. It is the latest work of Clemenger BBDO Melbourne, who drew up the Boobs campaign last year, and features the strap ‘For A to G and everything in between’.

The ‘Boobicon’ campaign, which marks the launch of the new Bonds bra range, features large format outdoor sites, adshels and digital billboards along with digital advertising, PR, point of sale and social media.

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“Boobicons represent the many different types of Aussie boobs but we don’t just want to stop at the ones that we’ve created for the campaign. We’re asking Bonds fans to add to the Boobicon language by sharing their own unique boob type,” Clemenger BBDO Melbourne copywriter Elle Bullen said.

Women can use the hashtag #bondsboobicons to share their creation. The campaign also uses ambassadors including ‘fun boobs’ ambassador Julia Morris, ‘sporty boobs’ ambassador Kelly Cartwright and ‘dazzling boobs’ ambassador Marie Claire.

Screen Shot 2014-09-08 at 10.05.57 AMBonds general marketing manager Tanya Deans said: “We want Aussie women of all shapes and sizes to give Bonds bras a go. We’ve always been there for smaller busts but our range of full busted bras now features the fabrics, colours and prints that will ensure a larger variety Aussie boob types can feel supported and stylish in a Bonds bra.”

The BOOBS campaign courted controversy when it launched last year,  drawing around 35 complaints to the Advertising Standards Board (ASB). All were rejected by the ASB which ruled the adverts were “not sexualised to a degree that is inappropriate for the broad audience that will see the advertisement”.

“The Board considered that the use of the term boobs is common slang, is used in a manner that is consistent with modern Australian vernacular, and is a word that many women use in relation to their own breasts,” it added.

One of the complainants said: “If the word is not appropriate for children to use during school hours and deemed offensive in that context, then I don’t understand how it is appropriate for the same word to be used for mainstream marketing, so boldly and without any reference to the product. I find the word boobs offensive.”

However, it was the single most successful campaign at last week’s Effie Awards grabbing three Golds out of just seven presented, with judges praising the client for having the bravery to replace its trademark with the word Boobs.

Steve Jones




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