Bendon Lingerie pushes new essentials range with newly launched campaign via February

New Zealand intimates brand, Bendon Lingerie has launched a fully integrated marketing campaign via February, to promote the launch of its technically innovative new essentials range, Bendon Body.

The vibrant campaign depicts a diverse group of dancers and sportswomen including New Zealand netball star, Kayla Cullen dancing freely in the collection. Engineered for supreme comfort, the collection has been designed to move with the body by using the latest in intimates design and technology, underpinning the campaign message, ‘Made to Move’.

This trans-Tasman campaign will be supported by events, digital, in-store, OOH and PR in Australia and New Zealand.

Says Brooke Hinman, GM global marketing, Bendon: “Our research revealed that on average Australian and New Zealand women are not wearing 47% of their bras due to issues with fit and comfort. Bendon Body is designed to liberate women from this discomfort and provide them with highly innovative product that is literally made to move on the body. It’s an exciting launch for the brand, and in keeping with Bendon’s 70 year history of design technology.”

To prove just how comfortable the range is, Bendon is giving away a free Bendon Body Bra to the first 100 customers who bring in their most uncomfortable bra to selected Farmer’s and Myer stores on August 19 and 26, respectively. From August 20-28, Bendon will run the ‘Great Bra Buy Back’ in selected Farmer’s stores by buying customers most uncomfortable bras and providing a gift voucher in return to shop the Bendon Body collection.