Barely Traditional. Barely There.

With a budget that was only a fraction of the category leader's and fairly low brand awareness, Barely There didn't just need a successful launch for their new Invisible Look collection. They needed to knock the socks (or bras) off the competition and make a memorable name for Barely There.

The answer: no more skinny models in fancy bras.

Through consumer research with women across the country, we learned that being uncomfortable in a bra was not simply limited to physical comfort. If their bra wasn’t right, it created mental discomfort…and more often than not, a dreaded “bad bra day.” Based on these insights, the team developed a communications plan that would lead the brand down a road less traveled. A road with no pretty women in pretty bras. A road to comfortable, well-designed bras that make all women look pretty in their clothes.