How to advertise Push-up Bras

Marketing push-up bras to its target group is difficult - when avoiding clichés and stereotypes.That is certainly the reason, why Wonderbra invited only women women to perform a bungee-jump in front of a models cleavage picture on the famous Battersea Power Station in London.


The Dutch chain HEMA came up with a simple, but truly convincing idea: Advertising a product for women by using a man to prove its benefits. They chose Andrej Peli, the androgynous male supermodel, to demonstrate the attractive effects of its push-up bras - not for women only.

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