Bonprix Celebrates 40 Years with "Celebrating 40 in Style" Campaign

Fashion retailer Bonprix is celebrating its 40th anniversary this spring with the launch of a broad, three-month marketing offensive. The company describes the campaign as its most important integrated and cross-channel communication initiative of the year.

The campaign, themed "Celebrating 40 in Style," aims to spotlight women over 40 who understand who they are and what suits them. Bonprix intends this as a deliberate alignment with its target audience. The initiative kicked off on April 16 with a TV commercial for the German market and digital online formats rolled out across all European core markets. This will be followed by a large-scale out-of-home advertising campaign at Hamburg's main train station starting in early May.

The campaign concept was developed in collaboration with the creative agency Wynken Blynken & Nod to make the Bonprix brand experiential across all channels during the anniversary months. Media efforts will concentrate on German TV, online, and social media, as well as out-of-home (OOH) advertising. A prominent highlight includes substantial OOH placements at Hamburg's main train station from early May. Nationally, spring visuals featuring dresses will also be displayed widely in OOH advertising. A dedicated landing page has been created to host anniversary-related content throughout the campaign period.

A limited T-shirt collection and branded shipping boxes distributed throughout Europe will extend the campaign experience to customers' homes. The campaign slogan "Celebrating 40 in Style" is integrated across all the brand's channels, including its webshop, app, social media, and catalog.

In June, the anniversary activities will culminate in a short film featuring German celebrities and an event for influencers, media, and customers in Hamburg. Both formats will explore the campaign from new perspectives, adding emotional depth and surprising elements.