VOGUE GOES AFTER YOUNGER MARKET
By Adnews Staff
Vogue Brassiere Inc. of Toronto is trying to shed its image as a bra maker for older women. The company will launch a line of bras for the 16-to 25-year-old market next month under the brand name Vie. The line features three bras that were developed by designers whose average age is 22. The Vie line will be supported by national mall posters and print ads. Transit ads will be used in Toronto beginning in March, and then will be re-run in Montreal, Vancouver and Toronto in the fall. The transit ad features a young woman sitting in a cafe. Her bra straps are visible under her tank top. She is looking directly at the camera. The copy says: "People might stare if you let your underwear show. If they look good, stare back." The campaign was created by Campbell & Partners Communications of Toronto.