Delaney Fletcher Bozell launches a press and poster campaign this
week for Flaunt, Triumph’s sexy new bra range for large-breasted
women.
The ad, shot by the American fashion photographer, Valerie Philips,
stars the British model, Kelly Brook. The campaign is targeted at women
aged 18 to 35 and aims to show that a DD to F-size bra can be beautiful
as well as functional.
The ad shows a sophisticated-looking Brook clad in a white, lacy Flaunt
bra. Brook’s curvy figure forms a giant letter ’B’. Next to her, the
slogan is completed - ’eautiful.’ The ad aims to portray the essence of
Triumph - confident, natural, independent and sexy.
The campaign, comprising 48-sheet posters and spreads in leading women’s
magazines such as Elle, Cosmopolitan and Marie Claire, will run
throughout the autumn and into the new year.
It was written by Richard Prentice and art directed by David Adamson at
Delaney Fletcher. Media was bought through BJK&E Media.
Triumph has designed the Flaunt range for cup sizes DD to F, which make
up 10 per cent of all bras purchased in the UK. Most bras on sale are
modelled on a size 34B.
Malcolm Vagg, Triumph International’s sales and marketing manager, said:
’Customers were pleading that they couldn’t find a pretty bra just
because they were bigger than a DD. We decided to look at the issue with
new eyes. We have been tasteful but also made the ad striking.’
