Triumph takes marketing detour with new empowerment campaign

By

Sandra Halliday

Published
Apr 3, 2018

There's been big change in the way lingerie is marketed in the 130 years since the Triumph brand was launched and the label's newest marketing campaign is embracing this change with a focus on empowerment and sisterhood. 

That means the idea of looking ‘sexy’, which is how intimates were often advertised in the past, or even the all-important idea of support and shaping, which has also been an understandably major intimates focus for decades, are both secondary to the central concept.

The new global campaign, #TogetherWeTriumph, maintains that “empowerment is a recognition of sisterhood and togetherness,” and is being heralded as a new creative direction for the brand for this year.

And this change of direction is an important one given that Triumph International is one of the world's largest intimate apparel companies with over 2,000 stores and 40,000 wholesale customers worldwide. That means the number of women globally that this campaign will reach is absolutely massive.

The company said that “embedded in the Triumph Brand Values is the support of women who support one another. #TogetherWeTriumph is a celebration of women all over the world.”

The campaign focuses on a number of 'real life' moments “where kindness and understanding shines through each of the short scenes.”

“We begin with a woman helping another with her toddler,” Triumph said, “a friend coming to the aid of another, a hand to pull her up, a time of marriage, a moment of Triumph on stage and a final show of solidarity demonstrates that women are stronger together and stronger still when supported by Triumph every day.”

Suzanne McKenna, the company’s Head of Brand said: " Our campaign in 2018 has a digital and social focus, which we will drive to connect with our consumers on a deeper level by putting her centre stage. By deliberately moving away from a product centric campaign, it has given us a fresh perspective to our communication across all our channels."