Bonds launches ‘Damn Dry Undies for Damn Strong Mamas’ in new campaign via Special
Podcast host, author and influencer, Ellidy Pullin, joins a powerful line up of mums and bubs in Bonds’ new campaign via Special, to launch Damn Dry Undies – undies that protect against light bladder leaks and help new mums feel comfortable and confident to take on the day.
The campaign ‘Damn strong mamas deserve Damn Dry Undies’, aims to smash entrenched stigmas and empower new mums with normal looking undies for a normal part of motherhood.
With a refreshingly unapologetic honesty that cuts through category norms, the campaign moves to disrupt a space that is typically clinical in its language. The creative flips the script on the universal experience of light bladder leaks that most new mums will face, showing it for what it is – a side effect of extreme strength and endurance.
Says Edwina Moller, brand manager, Bonds: “Giving birth is a sign of immense strength and light bladder leaks are a totally normal part of this process. So why should women be told they have to be ‘discreet’ and ‘hide’ from this? With this campaign, we really wanted to give the power back to mums.”
Says Lea Egan, creative director at Special: “As parents ourselves, it was so important to us that this campaign heroes the strength of motherhood with a refreshing realness. If you just had a baby, you should be DAMN proud! We wanted this strength to sing through the campaign.”
The campaign comes to life across OLV, social, digital display and podcast integration.
Visit the website – https://www.bonds.com.au/womens/damn-dry-undies.html
Client: BONDS
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller
Agency: Special Australia
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
Head of Strategy/ Partner: Rebecca Stambanis
Senior Strategist: Leoni Simon
Creative Directors: Sian Binder & Lea Egan
Designer: Bella Plush
Team Lead: Georgia Newton
Business Manager: Phoebe Peralta & Timmi Tsapaliaris
Executive Producer: Sophie Simmons
Stills Producer: Emily Willis & Sonia Ebrington
Content Production
Production Company: Artbox Black
Photographer: Jo Duck
Producer: Jane Robinson
Videographer: Jack Birtles
Sound Recordist: Oliver Dibley
Gaffer: Nick Gascoine
Stylist: Bridie Gilbert
Hair: Madison Voloshin
Makeup: Isabella Schimid
Set Stylist: Natalie Turnbull
Post-production
Editing: Tim Love
Editing: Carissa Bolton
Sound: Rumble Studios
Sound Engineer: Tane Lowrey
Sound Producer: Siena Mascheretti
Retouching: Visual Thing – Ashley Peat
Media agency: OMD
Business Director: Laura Nathan
Strategy Director: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account Executive: Amy Hallinan
Trading Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Media Assistant: Kailam Dirckze
12 Comments
Is there any more to this press release than the headline about damn undies? Is that the campaign? It’s not really a campaign unless you have more than one. But I guess you can’t have a press release that says special group release new headline for Bonds can you
Can’t help feel the same. Is this just a headline for a website? The artwork doesn’t even have the Bonds logo?
Just who exactly told women they had to be discrete and hide from ‘bladder leaks’?
It’s a fact of life.
Any adult, male, or female knows that.
‘Refreshing realness’ would be to acknowledge that reality instead of turning ‘bladder leaks’ into yet another piece of empowerment psycho babble.
And whilst I’m on a roll – ‘bladder leaks’ or ‘no bladder leaks’ – becoming a parent is the most wonderful thing most of us will ever experience. So, do you think you could a smile on the mothers, rather than have them look like they wished they’d never given birth.
Awesome 👏
What a great tone of voice to bring to this category. Love it.
@seriousquestion Not sure if this answers your Q, but I’ve seen this campaign in the wild (retail and online – yes, I am a mum) and loved it.
100% agree. Well said.
Funny thing is though dry undies are hard to keep put when we manscape our bush not cause of undy quality just saying.
Can’t even buy bladder undies without a brand trying to empower me
All these campaigns are starting to mesh into one. Almost indistinguishable now stylistically. The creatives need ’empowering’ to change the art direction and photography treatment.
Telling a woman to smile. You’ve missed the entire point of this campaign (headline) as well as the last decade. Well played.
So close yet not close enough.
Your don’t have to scour to be damn strong and a mum.
If you’re having LBL you should be doing your kegals..ever damn Day..
Idk the ad just seems off. Missed the mark.
I might be the mum’s never smile and the whole ad is inyourface loud .
Wouldn’t inspire me to buy the undies .. I hope there is a second part to this were we get to see real mum’s doing real mum things not just tough and mean looking..
I get the point they are making in the ad with the repetitive use of the word “damn”…however the line where it says “i just had a damn baby” can come across with a negative tone towards the baby itself.