Bonds picks rapper Iggy Azalea as new ambassador ahead of major marketing push
Australian 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.
The 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.”
The 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
Awful choice – in terms of personal brand, Iggy has to be the least authentic face you could possibly pick for a marketing campaign.
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They’re targeting 16-24 y/o w a TV led campaign?
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Fantastic choice! love it
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The most Australian thing she’s done since she was 16.
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TV led for 16-24? These people are so out of touch.
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Iggy Azalea is to authenticity what Kim Kardashian is to, well, authenticity. At least Kardashian isn’t also known for cultural appropriation. Genius use of the # before the brand too. They should use an @ as well, because young people.
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“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.”
If everyday Australian girls caused uproar and debate about a white girl rapping in the American hip hop community on an average day.
I think she’s a great fit, but not for the reasons you think. The Iggy persona is edgy and with a street-smart, F-U attitude, and her appeal is her rebelliousness and take-me-baby-or-leave-me mentality. It’s not meant to be real…it’s celebrity performance, and Bonds’ 16-24 audience want a role in that game.
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I love Iggy! She’s gorgeous and had such an inspirational journey, now she’s winning bif time congrats!!
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What’s this talk about “authentic” and bs? She’s modeling underwear ffs lol!! Everyones so bitter when it comes to this girl nowadays
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@Anom @Marteau – Broadcast TV still represents 70% of 16-24’s ‘video’ time. It’s not a cool statistic, but it’s closer to reality than the ‘digital video’ teen utopia we are all led to believe.
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@Darren – thanks for the reality check. Uncool but true
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