Bonds is beloved in Australia. But with increased competition locally and globally, younger women were choosing other brands. Bonds was losing their affection and loyalty; more and more, they saw it as their mum’s brand.

We saw an opportunity to better connect with the Millennial mindset and find a more contemporary brand and fashion narrative – while staying true to the Bonds’ playful, Australian DNA. We resurrected “Gotta Be Bonds”, bringing it to life with a series of campaigns that gave Bonds the fun, diversity and attitude it needed.  Sales rocketed, as did the “brand for me” metric.