Ad-Agency Agnostics Become Believers: Email Rakes in Result
Cypra Media Helps Upperkut Woo Walmart Shoppers to Wonderbra for Canadian
70th Birthday Bash
10.19.2009 – MONTREAL -- In the midst of managing a 2009 marketing campaign to
hail the 70th birthday of the Wonderbra brand, Catherine Aumais was skeptical.
The apparel company Hanesbrands Inc. had just asked Upperkut -- the Montreal
advertising and social-marketing agency where Aumais is director of client services
-- to design an email effort that would alert customers to its Wonderbra anniversary
co-promotion sale with Walmart Canada in July.
The Maple-Leaf campaign for the brand was a natural. After all, Montrealer Louise
Poirier invented the famous “plunge and push” technology of the modern Wonderbra
in 1964, and Moses Nadler, founder of the Canadian Lady Corset Company,
trademarked the Wonderbra name for the Canadian market in 1939. No wonder
then -- according to a recent CBC poll -- the undergarment is the fifth most-popular
invention ever wrought by a Canadian.
As part of the anniversary celebration, Wonderbra’s current owner Hanesbrands
thought it should take advantage of the large bank of email addresses it had
collected from Canadian customers for Wonderbra and its other lingerie lines.
Although skeptical about the usefulness of email as a marketing tactic, Aumais and
her colleagues at Upperkut could hardly be labeled electronic-marketing neophytes.
In fact, the agency specializes in cutting-edge social-media tools like Facebook and
“We had doubts about the effectiveness of email-based promotions,” Aumais
admitted. During its 10-year history, she said, Upperkut had rarely recommended
email as a promotional tool.
At the suggestion of agency president Serge Leathed, however, Aumais ran a reality
check on the client request with Michael Quigley at Cypra Media, the permission-
based email marketing, data-management, and delivery-services company in
Montreal. Quigley put Aumais and he