NATIONAL: Bra specialist Triumph International is busting into 2009 with the launch of a new push up bra range.
Launching this month, the Cleavage On Demand (COD) collection comprises three bras offering varying levels of cleavage enhancement. The bras' convertible strap construction was designed to allow for wear under a broad array of outerwear trends, allowing women to play with how much they wished to reveal, said Triumph marketing manager Lynda Bundock.
"Depending on the wearing occasion, some women want to show off a little cleavage while others want a real wow effect and with Cleavage On Demand the wearer is in control."
The range will be promoted through an ad campaign developed in conjunction with advertising agency BCM Partnership, with the tag line "get the cleavage you've always wished for". The campaign will take the form of outdoor billboards in key Sydney, Melbourne and Brisbane locations, a digital program and a magazine schedule including NW, Madison, Woman's Day and Shop Til You Drop.
Meanwhile a microsite located at cleavageondemand.com had been developed to deliver more specific product information. The site would also deliver the cleavage message via speed painting videos by Argentinean artist Nico di Mattia, whose artwork demonstrated the varying levels of cleavage boost offered by Cleavage On Demand, Bundock said.
"Visitors to the site will be able to see different cleavage scenarios materialise before their eyes, and choose different cleavage adventures, allowing them to interact with the site."
Triumph has also clinched an affiliation with Make A Wish Australia, with every bra from the COD range sold during 2009 seeing $5 donated to the children's charity (to a maximum of $15,000) when customers register their purchase on the microsite.