How On Ideas Helped Venus Shoot for the Moon
In 2006, in an attempt to invigorate its rather "proper" and slightly antiquated image, the Miss America pageant contacted Venus Swimwear. The contestants that year would turn up the heat by wearing Venus brand designs in the venerable Swimsuit Competition. In return, Venus was given sponsor status and the opportunity to air a TV commercial on national television.
Venus turned to On Ideas to create and produce the spot. Although a successful manufacturer of notoriously sexy swimwear, Venus lacked a formalized brand image. So before film could roll, strategic thinking had to go into overdrive. Soon the concept of “Venus, the hottest spot on the planet” was born.
As the target audience for Venus is the same as the pageant’s (young women), the messaging synergy was ideal. And the timing of the opportunity couldn’t have been better, as the company was in the beginning stages of establishing brick-and-mortar retail stores for their products, previously available only through mail order.
The commercial aired in January of 2007 to rave reviews from both consumers and the fashion trade, and Venus has since opened retail locations throughout Florida, with plans underway for several more.
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