Gordon Lee, marketing director of Wonderbra owner DB Apparel, will instigate the campaign. Lee, who joined the company from Ann Summers last year, aims to put Wonderbra back in the news.
The infamous campaign for the push-up bra, which featured model Eva Herzigova, was launched in 1994, making the brand a household name. Since then, its market has been targeted by other more fashion-led rivals.
Speaking exclusively to P&I, Lee said: "Wonderbra is a brand that can be top of the news agenda. With any model who has been in the ads, it's written as 'former Wonderbra' model. So we're looking at doing a model search. If anyone can do it, it's us."
Lee is also seeking to build up the DB Apparel UK database to create promotions across Wonderbra and it's other bra brands: Playtex and Shockabsorber. "At Ann Summers we had a database of about 600,000," says Lee.
Other plans include online activity and social networking sites based around Playtex's sponsorship of the Moonwalk, in support of breast cancer charitiy Walk the Walk.
While at Ann Summers, Lee gained a reputation for risque marketing and recently incurred the wrath of Phil Collins over a Wonderbra spoof of the Gorilla ad for Cadbury Dairy Milk. Wonderbra swapped the Gorilla, who plays the drum part of Collins's song In the Air Tonight, with a woman in her underwear.
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