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
However, there is certainly nothing new about the technique. After all,
Welbeck Golin Harris has been running the Miss Pears competition for 40
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.