Bra brand Berlei teamed up with tennis super star Serena Williams in late February to unveil a new Australian brand platform called ‘In Support Of You’ launched via an integrated campaign which admits that ‘a bra can’t change the world, but a good one can support you through it’.
‘In Support of You’ runs nationally on US broadcast television and is supported by social, digital, PR, EDM’s, and point of sale work.
Created by agency The Monkeys, part of Accenture Interactive, the marketing push spans themes of simplicity, dependability and freedom and sets out to emotionally and authentically connect women to the Berlei brand rather than to focus on a specific bra product or range.
Launched on 24 February, Serena Williams not only featured in the hero ‘In Support Of You’ commercial, but also fronted one of several cut down spots as well as dominating the imagery on the brand’s campaign website.
The films were helmed by Revolver Director Leilani Crocher and they acknowledge that there are many challenges that still hold women back and whilst the right bra won’t solve them, it will support them and help them be better prepared to take on whatever life throws at them.
“At a time when we need to connect and support each other more than ever, Berlei is going back to its heartland, recognising what differentiates the brand, and talking loud and proud about its well established and entrenched role of supporting women,” commented Berlei Marketing Manager Andrea Michelle. “With this campaign we want to show women we understand them, we speak directly to them – women-to-women – with a message of support and solidarity. The Berlei campaign bravely admits that we play but a supporting role in the success of women – albeit an essential one – by stating with refreshing honesty and inarguable legitimacy: ‘a bra can’t change the world, but a good one can support you through it’.”
The Monkeys Executive Creative Director Barbara Humphries added: “A bra has one job, and one job only. While Berlei bras do that one job very well – so well that Serena wears them exclusively when competing – there’s a limit to their superpowers. We couldn’t resist having fun with that.”
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This campaign take a distinctly different and less controversial tactical approach from adidas’ high profile and much-discussed ‘Support Is Everything’ campaign which ran during the same time period.
Williams also fronted several previous Berlei campaign including 2018’s ‘I Touch Myself’ breast health initiative and 2017’s ‘Do It For Yourself’, while in September 2021 Berlei also ran a sports themed ‘Breast Cancer Awareness’ campaign in Australia.
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