Supplement on Public Relations: State of the art - Ad style goes Pears shaped as era ends

Wonderbra is often held up as the most prominent example of using PR to make the ad budget go further - or was it the other way around?

Wonderbra is often held up as the most prominent example of using

PR to make the ad budget go further - or was it the other way

around?



However, there is certainly nothing new about the technique. After all,

Welbeck Golin Harris has been running the Miss Pears competition for 40

years.



All of that has now come to an end. Research for brand owner Elida Gibbs

found that the users of the soap were more likely to be 30-somethings

than cute five-year-olds or their stressed-out mums.



Welbeck is now working to a new brief, which is to position Pears as a

contemporary style item. Coverage in October and November has included

Tatler, XL for Men, Vogue and Harpers & Queen.



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