Berlei has partnered with strategic creative agency FABRIC to launch ‘I’m not hot’, a new campaign introducing Berlei Breathe, designed to help support women through perimenopause with cooling comfort and breathable performance.
Built around the line “I’m not hot.”, the campaign flips a loaded word with a clear point. This isn’t “hot” as in flushed, uncomfortable, and pushing through in silence.
It’s “not hot” because she can feel cooler and more in control, supported by a bra made for a body in transition. The tone is direct and cheeky, without trivialising the reality of perimenopause.
“‘I’m not hot’ is confident, honest and a little rebellious. It says what women are already living, and it connects straight to what Berlei Breathe is designed to do: help her feel cooler and more comfortable,” said Gemma Rees managing partner at Fabric.
Berlei Breathe includes perforated foam cups to increase airflow, breathable fibres with stretch for comfort, and moisture-wicking fabric with a discreet liner. The range is available in wire and wire-free styles, across multiple cup shapes.
“Berlei Breathe is designed for women who want comfort that keeps up with real life. It’s breathable support, made for the moments no one prepares you for, and for the woman who refuses to shrink because her body is changing,” concluded Kelly Cashman, merchandise and marketing manager at Berlei.
CREDITS:
Client: Berlei – Part of the Hanes Group
Creative agency: Fabric – Part of the TBWA\Sydney Group
Production and editing: BOLT\TBWA
