Bodyform has sidestepped the usual round of girls in bikinis and
blue liquid absorbency tests for its latest campaign. Instead, its
agency, Roose & Partners, has unveiled ads for the pantyliners featuring
sexy male models.
’Be particular about what you put in your knickers,’ one execution
states, alongside a picture of a hunk wearing a rakish smile. Another in
the series shows a perfect-bodied male with the headline ’fit’. The copy
reads: ’New better shape for an even better fit.’
The campaign is designed to promote Bodyform’s improved Ultra range.
According to Ted Roose, the founder and chairman of the agency, this has
improved fit, comfort and absorbency - three attributes which make all
the difference to the wearer but are difficult to convey through
’Research has indicated consumers are ready for sanpro advertising to
change the way it speaks to them,’ Sharon Browne, account director on
the business at Roose, explained.
The ads, which break in the May issues of women’s magazines such as
Cosmopolitan and Minx, were written by Kim Durdant-Hollamby, art
directed by Terry Ross and photographed by Paul Murphy. Media on the
pounds 500,000 campaign was planned and bought by Roose.