OMG! It's Gossard's new poster campaign
Lingerie brand Gossard has launched a targeted outdoor campaign to promote its Autumn/Winter collection.
The 12 and 6 sheet campaigns, created by The Message, feature supermodel and face of Gossed, Elle Liberachi, modelling the new collection in photography by Jonas Jensen and containing the strapline ‘OMG!’ or ‘Oh My Gossard!’.
Aimed at appealing to women between 18 and 40, media buying has been handled by Pure Media, working with outdoor specialists Open to select sites based on their proximity to key retailers such as Debenhams, House of Fraser and John Lewis.
In addition, press advertisements will run in Autumn editions of women’s consumer press including Cosmopolitan, Glamour and She targeting fashion conscious women in the run up to Christmas.
Ian Chappell, managing director of The Message explained that the campaign celebrates Gossard’s heritage as it enters its 110th year in business.
“The ‘Oh My Gossard!’ ‘OMG!’ strapline picks up on a familiar text driven expression of exclamation and is an arresting and simple way to achieve tongue-in-cheek standout,” he added.