Let Your Bra Adjust To You

First, we teased the launch on Instagram by leveraging the brand logo to censor the product and build excitement. 

Next, we released the campaign cross channel with a suite of editorial imagery reinforcing the tagline.

We supported the launch digitally with emails, a dedicated landing page and a homepage takeover.

We took over both store locations and supported the retail business with in-mall advertising.

There were mailers, radio scripts and a ton of press.

The result? Bras became one of the fastest selling products in Tommy John’s history.