Bras N Things defines big boob energy in newly launched campaign via Fabric
There’s a unique spark of extra confidence that comes with a bra that actually fits you and your personality. In a campaign from Fabric (part of the TBWA Group), lingerie retailer Bras N Things has dubbed this sensation ‘Big Boob Energy’.
Big Boob Energy is the counter to ‘Big D**k Energy’, a term that has used one male body part as a symbol for confidence. Big Boob Energy is a uniquely feminine energy and celebrates womanhood in all forms, shapes and sizes. It’s an energy that anyone can embody, no matter their size.
Says Natalie Chalmers, head of marketing, Bras N Things: “We’ve been observing a shift in the types of conversations people are having about their bodies in the media. It’s becoming less about what bodies look like and more about appreciating what our bodies can do. ‘Big Boob Energy’ is a term we defined for women of any size to embody, it’s an energy that comes from self-confidence and appreciation of one’s curves – encouraging more women to be unapologetic about it.”
Sats Keenan Motto, creative partner of Fabric: “We took this as an opportunity to reclaim and rewrite terminology that celebrates women, their inner confidence and strength regardless of outer appearance. With ‘Big Boob Energy’ we are showcasing an entirely new energy. One the Bras N Things brand and its customers can revel in for seasons to come.”
The campaign launches Bras N Things expanded full-cup and curvy range of lingerie and will be running across TV, OOH, social, online, EDM and in-store. Big Boob Energy has also been trademarked by Bras N Things.
Client: Bras N Things
Head of Marketing: Natalie Chalmers
Brand Manager: Emily Schepis
Creative Agency: Fabric
Director: Nathan Lewis
Photographer: Nicole Bentley
Production: Bolt
PR Agency: Coote Connex
Media Agency: OMD
12 Comments
All ads targeting women are the same right now.
This is so lazy … so lazy.
Is that a thing we want emulated?
I don’t exactly lead a sheltered life, but I have never heard the expression Big Dick Energy.
Is this true..seriously?
Imagine big dick energy. Males holding their packages in underwear?
I wish the creative brought the insight to life. Could have been super strong.
Is this how women want to be represented?
Advertising Big Boobs is an Absolute disgrace.. why… l don’t recall any other of yr advertising stating and plastering yr windows with small boobs or medium size boobs….seriously get yr act together…very disappointing
How is this disappointing ? What’s really disappointing is people like me (who never asked for big boobs!) Can’t buy decent bras anywhere, not even at specialist shops like this. When we do find a bra that fits it’s HIDEOUS, I’m often left leaving the store holding back tears because all I want is to be ‘normal’. I say about bloody time we got some recognition.
Walking past a BnT store today, I noticed the slogan Big Boob Energy plastered across the store-front like it was an owner/manager one-store outlet. Appalled, I checked to see if there was perhaps an arrant manager running that particular store. Nope – company-wide ad-campaign. WTF?!
A big can of horn-glue with the lid left off for a while is the only thing I can think of right now that would be more tacky.
Had considered dropping a few hundred bucks on new bras for the missus soon. Well……. we’ll be walking straight past that bordello and looking in Myer I reckon.
Big Boob Energy….. ‘cos there apparently was a thing known as Big Dick Energy? Seriously? What is this crap? A race to the bottom?
its nice to see body positivity going places in the media. Seeing another company joining the body positivity train is amazing. we are getting closer to making all women feel beautiful.
The idea that self-confidence is rooted in the size of one’s appendage(s) is pretty backwards… it’s 2022 Bras N Things, do better.