ANGEL BRA TVCM / STORE CAMPAIGN

This year marks the 30th anniversary of Tenshi no Bra (Angel Bra). In Japan, it has been communicated as a "cute" and "feminine" product. As a result, its image has drifted from the global brand identity, and as its original fan base aged, the brand has struggled to connect with younger generations. Our challenge was to refresh the brand's image to align with contemporary values and appeal to a broader, younger demographic while maintaining its core essence.

To revitalize this image in Japan, monopo proposed the keyword “self-affirmation.” As a leading brand of undergarments, the aim was to go beyond the enjoyment of choosing underwear, and address body changes and concerns around the bust area to ultimately help women affirm and appreciate themselves. We clarified the brand's personality as "For the dignified who refine their own beauty," resonating with Triumph's global mission of "CELEBRATING THE INDIVIDUAL." By doing so, we not only refreshed the brand's image but also created a stronger connection with Triumph's overarching values, bridging the gap between local perception and global positioning.

Then, we thought about how we could communicate this message to the audience we wanted this campaign to speak to, which would be a dignified woman who takes care of her own beauty.

How can we transform the original image of the “Angel Bra”? We decided to introduce a new concept: "My Angel, My Supportive Ally." Shifting from the original “cute” image of wearing the Angel Bra, we aimed to evoke empowerment, encouraging women to wear the Angel Bra and feel good about themselves. The Angel Bra will be a product that is intimate, close to your heart, and supports you in both good and bad times. This core idea became our main concept.

Global Actress Rinko Kikuchi was chosen as the brand ambassador to embody this new message.

The campaign aimed to enhance the idea of self-affirmation by showcasing everyday relatable moments. The Angel Bra, which beautifully shapes the body, is a true "ally that supports" and gives those who wear them a positive outlook even during challenging times. The TV commercial starring Rinko Kikuchi illustrated how the Angel Bra becomes an ally in daily life.

Additionally, various visuals were created for in-store displays and on the product website. In-store displays and product tags were designed to convey the brand's personality of "a person with dignified self-beauty," aligning with the key visuals and video tone. While shifting from the previous cute, feminine impression, we ensured a bright, eye-catching presence in stores. The communication outside of storefronts was mainly carried out by the main visual, emphasizing the presence of the brand ambassador Rinko Kikuchi.

To maximize the awareness of the brand renewal, rather than just releasing a new product, we organized a press event. This exceeded the initial KPI, achieving a total of 194 articles including reprints. This amounted to a total exposure worth 110 million yen after the day of the event, leaving the client extremely satisfied.