To launch Berlei’s range of discreet and comfortable bras, (they really are, I’m wearing one as I type this) our team re-named the range “UnderState.”
The launch campaign that playfully brought to life the all-too-familiar scenario when a loud or ill fitting bra does the talking for you.

UnderState has been Berlei’s biggest and most successful bra launch ever, doubling their sales targets, and after only 7 weeks had become the 3rd biggest franchise in the brand’s portfolio. Two in three women considered the campaign to be appealing.