Myf Warhurst face of Bonds' 'Super Boobs'?

Myf Warhurst face of Bonds' 'Super Boobs'?

Details revealing what Bonds’ ‘Boobs’ is all about are slowly trickling out with the Bonds website now showcasing a new range of Bonds bras.

The underwear brand has created a range of bras in seven different categories, called Happy Boobs, Busty Boobs, Sporty Boobs, Wow Boobs, Smooth Boobs, Super Boobs and Mama Boobs.

“We’ve taken everything you love about our undies and created a range for up top that’s just as comfy,” the brand’s site reads.

More details around the ‘Boobs’ teaser campaign are expected to be released on October 13.

Interest was piqued over the weekend when billboards displaying only the word ‘Boobs’ appeared in Sydney, Melbourne and Brisbane.

Broadcaster Myf  Warhurst has been selected as a Bonds ‘Boobs’ ambassador, according  to, which said the campaign is about boosting breast confidence in women.

A study by Bonds found that 24.4% of Australian women rate their boos as ‘average’ and that many would happily swap their breasts with Jenifer Hawkins, Elle Macpherson, Delta Goodrem, Katy Perry and other celebrities.

 Warhursts’ ambassadorship role will reportedly see her campaign against breast shame and launch the larger-sized bra range, Super Boobs.

Bonds ‘Boobs’ is also to support the brand’s renewed partnership with the National Breast Cancer Foundation (NBCF).

“Bonds knows that feeling great about yourself and boosting your confidence doesn’t stop at a supportive, comfy bra,” Bonds said on its refreshed NCBF alignment.

“Leading an active, healthy lifestyle is also a huge part of loving and caring for your body (and your boobs!).”

The NBCF has appeared to make an attempt to distance itself from the ‘Boobs’ push in a statement.

“In our discussions with Bonds, NBCF was very careful to emphasize that breast cancer must be seen in the context of the whole woman. That is why we have a commitment to fund research right across the full spectrum of the breast cancer experience.”

“Bonds has used the word 'BOOBS' in their campaign, as it reflects the brand's personality and the general Australian vernacular.

“NBCF worked with Bonds to ensure that respect and care for the whole woman and her health was woven through elements of the campaign, other than the title.”

Mango is the PR agency working on the campaign, according to a Bonds spokesperson, alongside Clemenger BBDO Melbourne. 

Please login with linkedin to comment

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]