What do chocolate, Twitter, and bras have in common? They've all come together for a marketing campaign aimed at breast cancer awareness. The campaign hinges on a bra that sends a tweet each time the clasp is freed.
Despite the rich possibilities for teen-romp coming-of-age movies, the Tweeting Bra's aim is to encourage women to conduct breast self-exams every month.
Nestle, the brand best known for its chocolate associations, has a cereal brand called Nestle Fitness sold pretty much everywhere but the US and Canada. No, it's not just a bunch of chunks of chocolate in a box. It's actually geared toward health-conscious consumers. That's why the Nestle Fitness/breast cancer awareness campaign actually makes sense.
Greek TV personality Maria Bakodimous is wearing the connected bra for two weeks. Each time the bra is unhooked, it sends a message via Bluetooth to a cell phone, which then sends an automated tweet through the @TweetingBra account.
Most of the bra's tweets are in Greek, but there are a few English messages. "Some don't understand me cause I speak Greek. Instead of learning Greek, learn something easier: how to have a self-exam!" reads one tweet.
The bra is a limited-time stunt, but it's not a bad idea. If women everywhere had bras that sent alerts to their phones when it's time to do a self-examination, it could be helpful. You just might not want to tweet the whole world about it.