Demikini

• A launch burst of publicity for a newcomer brand targeting women who like to sunbathe (incorporating exclusive ‘gel technology’) which ended up on the front pages of every tabloid, with exclusive coverage on TV as well (3 minutes on Richard & Judy and 2 minutes on GMTV, BBC Manchester and CNN)

• The brand building campaign was created by strategically placing news editorial to communicate product as unique, innovative and stylish, the 'must have' accessory for your holiday. The inventor, Jill Silver, was heroed as successful career woman and the brains behind the brand and photographic collateral was used to bring the products to life

• Question devoted to Demikini on 'Have I Got News for You'

• £1.4 million worth of editorial coverage extending to Canada, South Africa and Europe (source: BRAD). Demikini sold out in Harrods after 2 weeks. House of Fraser extended its order to include all stores (previously 20 stores) and www.figleaves.com received 1,500 hits within 3 hours of launch (its top product, Wonderbra normally receives 1,200 hits per week)