merit
A maximalist campaign that’s about so much more than a line of intimates.
It’s not every day that you get to develop the biggest product launch of a heritage brand in 100 years. M is Maidenform’s cheekier, sassier younger sister, designed for a younger woman who craves its soft, yummy fabrics, and loves that it can double as outerwear. The first launch coming out of a year long repositioning for the bra and shapewear giant, our M campaign–Extra with a Side of Extra–invites women to indulge in a deliciously over-the-top experience that goes beyond your average bra and underwear ad. It represents the history and expertise of Maidenform, and what it means to be a woman today. It’s about fully embracing who we are for ourselves and no one else’s gaze. M aims to make women feel however they damn well please. No apologies.
Maidenform embarked on a transformative mission to connect with a younger, fashion-forward audience.
Challenge: Launch the most significant product line in the brand’s history while repositioning the brand to appeal to women under 40.
Objective: Generate awareness for M by Maidenform and drive consideration by positioning it as a brand that resonates with today’s women.
Key Proposition: “You must feel it to believe it.” M by Maidenform offers a delightful, value-driven portfolio of bras, underwear, and shapewear that promises to wow with its comfort and style. It’s youthful, relevant, and personal—an extension of her identity, embracing the many facets of who she is. We wanted our target audience to see M by Maidenform as more than just innerwear—a brand that reflects their individuality, modernity, and versatility. Our goal was for them to not only try M by Maidenform but to fall in love with its innovative designs and contemporary appeal.
This bold, immersive campaign invited women to indulge in an experience that transcended typical bra and underwear ads, allowing them to unapologetically embrace their unique selves.
Multiple platforms (TV, digital, print, out-of-home) ensured maximum visibility. The original track Tasty Delight created by rapper/songwriter Princess Nokia is a celebration of our target consumer—women living their best lives in Craveable Intimates. A partnership with NY Fashion Week and WWD further embedded Maidenform in the fashion zeitgeist.
Brand Equity Gains:
Maidenform’s scores significantly increased across all age groups..
W18-35: Maidenform scored higher than Victoria’s Secret on inclusivity and SKIMS on all metrics.
W36-55: Maidenform surpassed both Victoria’s Secret and SKIMS in comfort, consideration, and inclusivity.
Positive Ad Reception:
Post-ad scores exceeded 70% on all metrics.
Viewers responded positively to diversity and product presentation.
Notable lifts in perceptions of the brand as “trendy,” “modern,” and “having beautiful products.”
