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• THE ONE AND ONLY WONDERBRA Campaign
• Too Spicy for the States?
• Further Reading

3 First National Plz.
Chicago
Illinois 60602-4260
USA
tel: (312)726-2600
fax: (312)726-3712
website: http://www.wonderbrausa.com

THE ONE AND ONLY WONDERBRA Campaign

Overview

The Wonderbra, a figure-enhancing push-up bra, took the U.S. by storm in 1994. Sara Lee Corporation's intimate apparel division, which included such brands as Bali, Playtex, and Hanes Her Way, took the Wonderbra to the United States from Britain, where it had enjoyed much success. When the bra was made available on a limited basis in the spring of 1994, Sara Lee staged a well-orchestrated promotional...