Bra and undies brand Berlei has launched a new content campaign featuring tennis star Serena Williams to celebrate its 100th anniversary and encourage the next generation to invest in themselves.
The campaign is the second instalment of the ‘Do it for Yourself’ brand platform that Berlei launched in January, and builds on chapter one, as Williams now celebrates a new moment in her off-court life as a soon-to-be mother.
The campaign launches nationally today and will roll out across Facebook, Instagram and Twitter via Serena’s social channels and Berlei’s digital assets.
In addition to the hero piece, there are three brand social videos celebrating 100 years of Berlei.
Williams said the new campaign is an affirmation for the next generation of women.
“Regardless of whether I have a daughter or not, my hope and Berlei’s hope for the next 100 years of women is they start their journey with self-belief and the confidence to self-invest, self-prioritise and self-nurture,” she said.
Lucielle Vardy, chief strategy officer at Emotive, said: “Where the first Berlei ‘Do it for Yourself’ campaign shook the category up with an intimate insight into what Serena does just for herself – dance – this piece takes an even more intimate approach.
“The emotional power of video combined with Serena’s very personal delivery is exactly what we aimed for.”
Berlei’s senior marketing manager, Zoe Hayes: “We’re a brand that supports and champions women through every stage of life.
“The concept further cements our relationship with Serena as a true partnership, and it continues our combined mission to inspire generations of women to invest in themselves.”