Bonds will launch an ambitious marketing campaign tomorrow, as its parent company looks to recover from a 16 per cent slide in underwear sales for the first half of 2012.
Dubbed 'The Birthday Project', the campaign will seek to find one Australian born every day since Bonds' inception on July 1, 1915.
Australians aged between 0 and 97 will be invited to claim their birthday on www.wearebonds.com.au, with Bonds seeking to find one person to represent each of its 35,301 days in operation.
Participants will have their profiles featured on the website and Bonds will select faces to appear in future advertising campaigns.
Bonds will also create a special t-shirt customised to show the wearer's date of birth, making it available to all participants in the project and gifting it to the first 15,000 people to claim their birthday.
To mark the launch of The Birthday Project, Bonds has commissioned Australian artist Darren Sylvester to create a portrait of 10 iconic Australians 'enjoying a shared birthday moment'.
These include: former Number 96 actress and Australia’s oldest PHD student Lis Kirkby; cook and author Margaret Fulton; housewife superstar Dame Edna Everage; actor Michael Caton; media personality Deborah Hutton; musician Geoffrey Gurrumul Yanupingu; Bonds ambassadors Sarah Murdoch and Pat Rafter, pro surfer Owen Wright, solo sailor Jessica Watson and a Bonds Babysearch winner.
The artwork will be unveiled during a media launch at the Museum of Contemporary Art in Sydney tomorrow.
Bonds parent company Pacific Brands reported a 16 per cent slide in underwear sales for the first half of 2012, with expectations the second half could also bring challenges.
Overall group sales were down 19.6 per cent from $852.1 million the previous corresponding period to $684.7 million.
While underwear sales fared badly, Bonds reportedly grew throughout the period with two-thirds of its decline attributed to a transition with discount department store Kmart.
Dubbed 'The Birthday Project', the campaign will seek to find one Australian born every day since Bonds' inception on July 1, 1915.
Australians aged between 0 and 97 will be invited to claim their birthday on www.wearebonds.com.au, with Bonds seeking to find one person to represent each of its 35,301 days in operation.
Participants will have their profiles featured on the website and Bonds will select faces to appear in future advertising campaigns.
Bonds will also create a special t-shirt customised to show the wearer's date of birth, making it available to all participants in the project and gifting it to the first 15,000 people to claim their birthday.
To mark the launch of The Birthday Project, Bonds has commissioned Australian artist Darren Sylvester to create a portrait of 10 iconic Australians 'enjoying a shared birthday moment'.
These include: former Number 96 actress and Australia’s oldest PHD student Lis Kirkby; cook and author Margaret Fulton; housewife superstar Dame Edna Everage; actor Michael Caton; media personality Deborah Hutton; musician Geoffrey Gurrumul Yanupingu; Bonds ambassadors Sarah Murdoch and Pat Rafter, pro surfer Owen Wright, solo sailor Jessica Watson and a Bonds Babysearch winner.
The artwork will be unveiled during a media launch at the Museum of Contemporary Art in Sydney tomorrow.
Bonds parent company Pacific Brands reported a 16 per cent slide in underwear sales for the first half of 2012, with expectations the second half could also bring challenges.
Overall group sales were down 19.6 per cent from $852.1 million the previous corresponding period to $684.7 million.
While underwear sales fared badly, Bonds reportedly grew throughout the period with two-thirds of its decline attributed to a transition with discount department store Kmart.