Demikini A lingerie brand seizing the front pages of every UK tabloid under JCPR's auspices sounds familiar? An original idea - the world's first backless and strapless bra - launched with simplicity, to demonstrate innovation and prove that it 'does what it says on the tin'. A high profile photocall coupled with a series of tried and tested features and a personal fitting service delivered a unique coverage portfolio. JCPR garnered editorial coverage in UK, Canada, South Africa, Europe and US valued at £1.4 million, and even got a question devoted to Demikini on Have I Got News For You. It was no wonder that Demikini sold out in Harrods after only two weeks and figleaves.com received 1,500 hits within three hours of launch. Claire Sweeney & Ego Boost – M&S Coming soon... Pretty Polly Ladies and lingerie... JCPR paved the way in celebrity endorsement for great British brand, Pretty Polly. JCPR ensured that Pretty Polly was inspiring the nation to be the hosiery and lingerie of choice with powerful, and sometimes surprising, leading woman. The Pretty Polly Girls campaign spanned ten years. Early on, JCPR took celebrity endorsement to the next level ­ these women were not just models but were 'The Face Of Pretty Polly' delivering a voice and personality to truly engage with consumers. Every girl, for every season, was 'on the cusp' and newsworthy in their own right. From Katrina Skepper, Jade Jagger and Jemma Kidd to Rachel Stevens and Jamelia. The deals hit the bottom-line and drove sales and footfall; aided distribution and strengthened the brands’ position with major retailers; and established credibility and cut-through in a crowded marketplace.