This week, Lane Bryant boldly set out to redefine sexy and embrace body diversity for women with its Cacique lingerie line. And, social media is loving every bit of it – curves and all. After only a few days, the campaign of big proportions is strongly influencing massive online buzz and has received more than a million online views across iSpot.tv, YouTube and Facebook.
In support, women have taken to social media and uploaded photos of themselves with #ImNoAngel, a trending hashtag used in the campaign. In the black-and-white commercial, plus-size models wearing Cacique all proudly proclaim, “I’m no angel.” Media have deemed the commercial as controversial for taking a jab at the angels (models) of Victoria’s Secret, almost as if to say the brand’s definition of sexy is short-sighted.
The spot, titled “I’m No Angel,” earned an impressive 9.9 Ad
Effectiveness Rating in an industry where the average rating is 4.1. The
majority of airings have been on TV One, Lifetime and the Oprah Winfrey Network.
Lane Bryant hasn’t released a national ad since late 2012.
The brand’s newest ad is making up for lost time and speaking up loudly. Lane
Bryant joins Always and Dove in promoting a positive body image for women this
year, one advertising tactic that definitely resonates with consumers.