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The campaign includes an online film, point-of-sale material and blogs. The film, called 'Science of sexy', launches on 15 September, while the retail element of the campaign will break a week later. A teaser campaign is on .

Last year the lingerie brand created a spoof viral campaign in which a woman in a Wonderbra plays the drums, copying Cadbury's 'Gorilla' ad campaign. In its recent 'puppies and jugs' activity, Wonderbra asked 1000 women to pose for photos, which it then used to compose a mosaic billboard.