Underwear titan Berlei is taking advantage of a sizeable jump in its marketing budget to trial previously untapped advertising avenues.
An insider at the Pacific Brands stalwart confirmed the brand had received a more generous marketing budget for the 2010/11 year compared with 2009/2010, and was making good use of it in the lead up to Christmas.
Among the marketing activities being undertaken in the coming months is the brand's first foray into cinema advertising. Berlei has teamed up with the distributors of film Eat Pray Love to promote the recently revamped Barely There range in cinemas.
The advertisements will be accompanied by a competition in Sydney's top eight cinemas, providing a means for the company to analyse consumers' response to its cinema advertising.
Also part of the Barely There campaign is a television commercial that will run in Sydney, Melbourne and Brisbane for three weeks from October 24; an online 'behind-the-scenes' feature; and magazine advertisements.
The Barely There marketing strategy is geared to promote the makeover of the product Berlei claims is “Australia's number one selling bra”. Described by a Berlei employee as previously “too mumsy”, the product refresh includes new colours, thinner bra straps and a more modern look.
Other recent marketing efforts from the brand include a Berlei Pink range for breast cancer awareness month, the Berlei bra recycle program, and advertisements featuring celebrity Kate Ceberano. Other labels within Pacific Brands' underwear division include Bonds, Holeproof, Rio and Jockey.
Erin O'Loughlin