Heritage underwear brand Sloggi has launched what it claims to be the world’s most comfortable bra alongside a playful new campaign.
The Wow Comfort bra is an updated version of its ‘comfort first’ bra, with innovative ‘Fleximesh’ technology replacing the usual metal underwire with a revolutionary, ergonomically shaped mesh material.
The mesh is designed to distribute pressure evenly over a wider area to give omfortable support that adapts to individual shape, up to D cup.
Wow Comfort launches alongside a new campaign that encourages every woman (and man) to try the bra on for size.
The Try My Bra campaign plays on Sloggi’s reputation for providing “true comfort” in the bodywear category since 1979.
It also celebrates global ‘comfort’ trends, including athleisure and ‘hygge’, a wholesome Danish concept of cosiness, used to sell everything from fluffy socks to vegan shepherd’s pie
To mark the launch, Sloggi has created a new online film which features a woman so overwhelmed with how truly comfortable her Wow Comfort bra is that she wants everyone (female, male, old or young, and everyone in between) to try it for themselves.
The ‘Try My Bra’ communication platform will also go live across print, digital and retail/in-store with the call to action that the Wow Comfort Bra is ‘A bra so comfortable, everyone should try it’.
Nicola Tacchi, global head of Brand and Marketing at Sloggi, said: “Supreme comfort has been the cornerstone of our brand since the very beginning when we revolutionized the underwear market with our iconic sloggi briefs.
“We took another big step forward in offering women the opportunity to experience unrivalled everyday comfort with our Wow Comfort bra. We truly believe this could be the world’s most comfortable bra – and we want women to try it for themselves, not just take our word for it.”
Wow Comfort launched into John Lewis, House of Fraser and selected independent retailers earlier this month.