Bare Necessities hires “Red Bra” campaign creator
Steve’s breakdown: Nothing better than creating an ad so hot a TV network banns it from airing. And of course, we here at The Ratti Report had to show it to you!
Now Jay Dunn has another chance with Bare Necessities and one of you should be his agency!
EDISON, NJ: Internet lingerie retailer Bare Necessities today announced the hiring of former Lane Bryant executive Jay Dunn as its new Chief Marketing Officer. In this newly-created post, Dunn will be responsible for increasing consumer awareness for Bare Necessities, whose flagship website www.barenecessities.com is already the second largest online lingerie store (only Victoria’s Secret is larger).
As former VP/CMO of Lane Bryant, Dunn was the executive behind the Cacique “Red Bra” campaign, which sparked heated controversy when it was banned from ABC for being “too sexy.” The campaign, which featured a full figured model proudly flaunting a red bra and panty set, was intended as a straightforward TV ad campaign. However, after the ads were rejected by the networks for being too racy, Dunn turned the debate over to the public to weigh in. The public sounded out that a woman in a plus size bra was beautiful and sexy was something to be proud of, and the buzz that was generated gained national news coverage and became a story unto itself.
Bare Necessities recently doubled its customer fulfillment capabilities, and as a result now plans to increase its investment in branding and marketing with the goal of becoming a household name. The company hired Dunn for his visionary marketing skills, and for his for experience in branding the full figure bra brand Cacique.
“We are excited that Jay is coming on board to spearhead our next stage of growth,” said Noah Wrubel, CEO of BareNecessities.com. “Jay brings a successful track record of building intimate apparel brands that resonate with consumers. He will help us grow from an industry leader to a nationally recognized retailer selling the best branded intimate apparel on the web.”
Launched in December 1998, Bare Necessities is the second largest online lingerie retailer, according to Internet Retailer magazine. With more than 3,700 styles and over 180 brands, ranging from everyday favorites Wacoal and SPANX to fashion/luxury brands Hanky Panky and La Perla, BareNecessities.com offers bras, panties, lingerie, shapewear, swimwear, hosiery, men’s underwear and more. Proud sponsor of The Breast Cancer Research Foundation, Bare Necessities has the most complete bra size range with bras from 30A to 56J. For more information, visit http://www.barenecessities.com.