Magazine article Marketing

Gossard Backs G-Strings with Pounds 2m

Magazine article Marketing

Gossard Backs G-Strings with Pounds 2m

Article excerpt

Gossard is hoping to appeal to women by telling them that its lingerie is 'just for me' in a pounds 2m integrated campaign to promote its new range, G-Strings by Gossard.

It represents the first creative work from WARL Change Behaviour, the agency recently appointed by marketing director Shaeren McKenzie. It is part of her attempt to eliminate what she sees as the sexist imagery that dominates lingerie advertising (Marketing, August 22).

McKenzie had earlier parted company from TBWA/London in a row over her strategy, saying she wanted to move away from advertising that appealed more to men than women.

The new campaign encompasses TV, press, poster, SMS and online advertising.

Press ads carry the strapline 'This is just for men' with the final 'n' crossed out with red lipstick. The ads carry a message to text a number to Gossard's web site at www.g4me.co.uk, to receive a pounds 1 voucher. …

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