December 2009 study

Discover how consumers have responded to the Bonds' Family Jewel press ad.

Key findings:

  • ‘Family Jewels’ is the second Bonds ad that has been benchmarked, and is part of a campaign.
  • ‘Family Jewels’ performed well on recognition and differentiating the brand. The provocative headline rates well.
  • A model wearing the underpants (rather than fully clothed) is likely to improve the scores!
  • These results are an initial guide for a single ad from within a campaign.  Indications from other benchmark studies are that multiple execution generate a better response, we would expect the same for Bonds.


Download full results of Bonds "Family Jewels" Creative Benchmarking research below.

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Find out more about the six strategic roles that can assist Advertisers in connecting powerfully with consumers in newspapers.     

December 2009 Creative Benchmarking - Bonds 'Family Jewels' press ad (1m, PowerPoint (.ppt) format)