To celebrate the launch of its debut swim collection this summer, Australian fashion brand Bec & Bridge partnered with Streets brand Magnum to create a Magnum x Bec & Bridge beach umbrella. But Roxy Jacenko, the owner and director of PR agency Sweaty Betty, says the idea isn’t new – in fact she used the same concept two years ago for her client Santa Vittoria.
The umbrellas, featuring a Bec & Bridge swim print, took over Bondi Beach on the weekend with a sea of spots covering the sand, while covering beach-goers from sunburn. They were handed out for free to patrons.
This was much like when Santa Vittoria covered Bondi with its token blue and white design. The only difference is Sweaty Betty ensured there were some tanned fellas sporting branded speedos for mineral water brand – an idea Bec & Bridge and Magnum should have borrowed.
Jacenko took to Instagram to comment on the brand stunt when she ironically saw an image of the Bec & Bridge umbrella with a Santa Vittoria umbrella featured in the background.
“The moment when you watch a campaign you came up with and executed for a client #santavittoria two years back replicated by another brand – only to see your handiwork still present in the background. It’s when you know you’re doing something right. My motto – be the leader not a follower.”
AWPR handled the activation, with a spokesperson telling AdNews the branding exercise was developed to celebrate an ongoing partnership between Bec & Bridge and Magnum.
Oh well Jacenko, they say imitation is the sincerest form of flattery…
Check out the image gallery below.
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