Leveraging brand equity from golden moments of the everyday punter.

Brand Equity

Are you a Brand Ambassador  just waiting to happen?
You may have recently seen the news footage of a rain drenched race filly stripping down to her underwear at the spring racing carnival’s famous Oaks Day.  It was the display of a free spirited woman who in true racing tradition was dared by a friend to strip down for a lazy $10 during a monstrous down pour at Flemington.  After seeing so many over styled celebrities during the entire Spring Racing carnival it was refreshing to see a woman wobbly bits and all prancing around in the rain in her high waisted knickers and bra.


As I was watching this footage I thought to myself here is a great opportunity for an underwear brand to leverage some brand equity gold out of this moment, she would be the perfect personification for the right brand. In a world where media depictions of beauty are based on physical attractiveness and airbrushed images this lady would be the perfect breath of fresh air for an underwear campaign. Dove really reflected a beautiful strategy in its very successful ‘Campaign for Real Beauty’ which was “based on a belief that beauty comes in different shapes, sizes, ages and that real beauty can be genuinely stunning”. Their overriding message was “Be Beautiful, be yourself”.

In that moment, in the pouring rain on Oaks Day, in her underwear that is exactly what this woman was.

Underwear brands – Giddy-up!

Emma Ferris
Office Manager
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pics courtesy of news.com & YouTube

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