Pleasure State pushes the line big time
This is no truer than in the lingerie industry which, in recent times, has enlisted hordes of local and international busts and butts to plug its bras and knickers.
But Pleasure State, a Sydney-based brand which distributes to more than 850 speciality boutiques and department stores in 22 countries, is hoping its latest marketing strategy will give its competition a run for its money.
Forgoing traditional television advertising campaigns, the company has instead launched an exclusive music video to be aired in select Myer department stores throughout the country. Scheduled in-store performances by Australian singer Sophie Monk (the star of the video), specialised staff uniforms, installations and DVD giveaways are set to fortify the six-month multimedia assault, which is geared at driving sales of Pleasure State's new Biofit:Bra.
Pleasure State managing director Justin Davis-Rice said while the launch would be further bolstered by a print advertising initiative, the company would continue to emphasise its public relations strategy over advertising for brand exposure.
Filmed in Australia and recorded in an American music studio, Pleasure State's latest campaign features Monk singing and dancing to 1980's hip hop classic 'Push it'. Mixed and re-recorded by the star's high-profile boyfriend, Benji from US band Good Charlotte, the video is also available for download on the company's website and has already been plugged on two mainstream television programs.
Although Davis-Rice declined to comment on the cost of the elaborate campaign, he said he was confident sales of the bra would provide a strong return on investment.
Currently in the process of been formally patented, the Biofit:Bra is claimed to be "the first of it's kind in the world" with specialised padding and construction for each cup size. Retailing at $50 and available in sizes 10 to 14, cups A to D, it is currently available in Myer and specialised boutiques across Australia.