We developed exercises to check bra fit to confirm whether the person’s current bras are too small. We also created the original character 'Don Bra Ko' to help promote the campaign. By communicating that wearing incorrectly fitting undergarments hampers accentuation of the natural beauty of the body and conveying the importance of selecting the correct size, we motivated women to visit our stores for a fitting. At the stores, trained sales staff assisted in the selection of correctly fitting bras, and through proper fitting enabled customers to effortlessly find the right bra.

Over 500,000 women visited Wacoal stores for fittings. During the campaign, stores recorded an increased turnover of 32% year-on-year. Store visits experienced a sudden spike based on awareness arising from watching the television commercial and identifying their own bra problems (like armpit boob) from the animated exercise clip. The memorable television commercial became a hot topic that included the posting of a parody version on YouTube.