In the first of a number of marketing initiatives to promote the UK's favourite lingerie brand, The Message has teamed up with Gossard to create a striking billboard campaign that has stopped traffic and passers-by alike in their tracks.
The posters feature sexy, oversized shots of model Elle Liberachi wearing Gossard’s new 'Superboost' lingerie with the taglines "good buy girls" and "OMG", and can be seen at key billboard sites around London.
In particular, the ‘good buy girls’ creative tips its hat to the look and feel of Gossard’s memorable advertising campaign of the 1990s; the iconic Wonderbra “Hello Boys” posters – but their underlying message has been updated to appeal to women of today.
Gossard Managing Director, Tony Jarvis, said, “Gossard is a brand with great recognition, but we realised that we needed to make the brand and its products more relevant to the upcoming generation of sassy, sexy women. The launch of our new Superboost range, that beautifully accentuates women’s curves, is the perfect vehicle for the campaign as the range offers ‘traffic stopping’ style and fantastic quality, yet is also priced for everyday, not just special occasion, wear."
The campaign is part of a major development of the Gossard brand through new and existing products and related marketing activity, all of which will be produced by The Message.
Rumour has it that the knot has now gone in to hibernation for the winter, but will back when the weather's better so as not to get too frayed.