DB Apparel, the lingerie company behind brands Wonderbra, Playtex and Shock Absorber, is poised to launch a new advertising campaign for Wonderbra.
The campaign features images of the face of Wonderbra, Adriana Cernanova, pictured fully-clothed, which is said to be an industry first for lingerie advertising.
Images will launch on October 2 and encourage consumers to download Wonderbra’s new app, called the Wonderbra Decoder, which allows the user to scan the clothed image of Cernanova to reveal the Wonderbra behind her look.
The campaign will appear in a range of media with placement in print weekly and monthly magazines, consumer online sites and on screens in bars and will run for two months throughout October and November.
The brand is also supporting the campaign through social media including videos on the brand’s YouTube channel and a Facebook competition fronted by an as yet undisclosed celebrity stylist.
The app is available from the App Store and Google Play from today (October 1).