When this news came across the Marketing desk, there was conjecture as to why Triumph Automotive had turned to cheap tactics to sell cars. Whoops – wrong company…

Triumph International, a player in the push up bra market, believes it’s on a winner with the launch of its new range, ‘Cleavage On Demand’.

Triumph’s marketing manager, Lynda Bundock, believes that while most women like to show off a bit of cleavage, the amount they want to display varies.

“Depending on the wearing occasion, some women want to show off a little cleavage while others want a real WOW effect and with Cleavage On Demand the wearer is in control,” suggests Bundock.

A campaign developed in conjunction with agency BCM Partnership asserts ‘get the cleavage you’ve always wished for’, which can be viewed at the company’s microsite (www.cleavageondemand.com) where youre guided by ‘Coco the Cleavage Fairy’.

The microsite features ‘speedpainting’ videos by Argentinian artist Nico di Mattia, who’s work has a substantial following on YouTube.

Also added to the campaign is Triumph’s affiliation with Make A Wish Australia. For every bra from the range sold during 2009, Triumph will donate $5 to the charity when customers register their purchase on the microsite.

“Not only are we making cleavage wishes come true, but customers can help make the wishes of children with a life threatening illness come true as well,” says Bundock.