An integrated marketing communications campaign for Sorci Age by Wacoal

• Main Author: Carunungan, Clarissa Erika T.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18050
• Institution: De La Salle University

This is an integrated marketing communications campaign for Wacoal's line Sorci Age. Sorci Age is a line of innerwear developed by Wacoal that caters to the younger market mostly college students and young urban professionals. This market is very in tune and particular with personal style. As compared to the other existing lines of Wacoal, Sorci Age is more hip and trendy. It features unique designs that range from sassy to daring. This line has only been in the market for three years, yet still carries the same quality and comfort incorporated in all Wacoal lines. Wacoal, a Japanese innerwear brand, is proud of its research and development in promoting health and comfort through its products. Sorci Age offers this comfort with bold new designs that empower adventurous and stylish women to freely express themselves. As innerwear is the foundation of women's fashion, this also serves as a motivation for them to take on anything. Sorci Age, a new line that has never been aggressively advertised before, currently has low awareness in the market Though Wacoal is one of the top-ofmind brands of women in the Philippines, the Sorci Age line has not broken through. This Integrated Marketing Communications Campaign aims to increase brand awareness for Sorci Age as well as to make it a visibly strong competitor among other brands in its category. This will be anchored on the creative executions as well as the strategies presented in this paper. The creative executions will focus on communicating Sorci Ages existing strengths through advertisements that veer away from traditional advertisements used by other innerwear brands. This is important because women today have been jaded by the predictability, dullness, and somewhat tastelessness of most local innerwear ads.