The Bra that launched blue raz
The Challenge
Echo Falls needed to put its new Blue Raspberry flavour in front of Gen Z women and make it part of the summer conversation. A new flavour launch doesn't usually earn headlines by itself, so we needed a cultural hook that tied the drink to how young women actually go out.
The Approach
Research with 2,002 UK women found the hook. Almost a third (28%) of 18–29s now go out without a handbag, and 73% have tucked their phone into their bra on a night out. The answer was obvious: build a bra top that does the job properly.
The Solution
The Echo Falls Carry-All is a limited-edition electric-blue bra top with compartments for phone, card, ID, keys, lip gloss and gum, plus two cup inserts. One holds a chilled 125ml serve of Blue Raspberry and the other holds water. GK Barry launched it alongside real QVC presenter Sarah Searle in EFTV, a tongue-in-cheek shopping channel film. The research was cut two ways: a culture and lifestyle story for Cosmo, Stylist and Tyla, and a "death of the handbag" news story for the tabloids. A Hunsnet partnership and a Grace collab extended the reach across social.