Freya ramps up communication strategy with lingerie-themed podcast

Wacoal Europe’s global lingerie, swim and activewear brand Freya, has today launched a celebrity–studded podcast, in line with its plans to attract a younger customer base.

In a first for the industry, the eight-part podcast, When Life Gives You Melons, hosted by TV presenter Maya Jama (pictured), will feature inspirational women discussing everything from boobs and breakups to friendships and careers.

When Life Gives You Melons will be amplified across Europe through social media, PR and via talent and influencers, echoing media consumption habits of the Freya audience.

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Each episode in the series will feature one of Freya’s best-selling product ranges, with host Jama featured in the lingerie online and on social media.

The move is part of Wacoal Europe’s strategy to redefine its portfolio of lingerie and swimwear brands, applying new visual identities and interaction principles.

With Freya, Wacoal Europe’s main goal is to attract a younger customer whilst retaining its existing customers.

“When we were in our heyday a number of years ago, Freya was all about being young and fashionable, but we have probably slightly aged with our consumer,” Wacoal Europe chief marketing officer Laura Simon told Lingerie Insight earlier this year.

Wacoal Europe has invested in social media and digital PR to communicate with the Freya customer.

“We’re working with influencers and creating content that entertains her and talks to her in a way she wants to be spoken to,” added Simon.



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