Bonds picks rapper Iggy Azalea as new ambassador ahead of major marketing push

iggyAustralian rapper Iggy Azalea has become the latest ambassador for Bonds as the underwear brand prepares for a major marketing push in July to celebrate its 100th anniversary.

Azalea will next month front a campaign targeting 16-24 year olds to showcase a new range of hosiery, before the launch of the brand’s multi-million dollar push mid year which will also feature the 24-year-old singer.

That campaign will be targeted to all demographics and be TV-led, group marketing manager Tanya Deans told Mumbrella. 

She declined to reveal further details of that push, but said its roster of creative agencies, including Clemenger BBDO Melbourne and Leo Burnett, which was added to the roster last November, all worked on the campaign.

iggy azalea bonds 2The push from mid May has been creatively directed and produced by the ARC Factory and will include out of home, digital, social media and point of sale.

Deans said Azalea, who shot to prominence in 2011, encapsulates the essence of Bonds, with her down-to-earth authenticity aligning with the brand.

“As we enter our second centenary we need to be moving forward and progressive but retain that egalitarian spirit,” she told Mumbrella. “Iggy is a perfect fit for us. She is an everyday Australian girl who has taken the world by storm and kept her feet on the ground.

“Iggy is very selective with who she works with so we were honoured that she saw Bonds as a brand she wanted to work with.”

The campaign will be targeted at the key 16 to 24 demographic, but the major July push will be expanded to reach all Australians, Deans said.

“The 16 to 24-year-old market is strategically very important as we need to keep the brand relevant for future generations,” she said. “But what sets us apart is that we appeal to all demographics, from the high chair to heaven. Everyone can wear Bonds.”

iggy azalea bonds 3The campaign which kicks off in July will reflect that, she said.

Asked about the content Deans said: “Watch this space. It is our 100th birthday and it is absolutely about appealing to all Australians. It will be a campaign about everyone.”

The May campaign is the latest marketing push by Bonds as it looks to capitalise on its 100th birthday celebrati0ns.

It teamed up with video bloggers Guy Turland and Mark Alston last month who travelled around Australia meeting “everyday Australians” while a campaign rolled out earlier this months celebrating the brand’s past ambassadors.

Steve Jones


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