Wonderbra

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The Wonderbra is a push-up brassiere ("bra") sold by WonderBra of Canada (corporate name is Canadelle Inc), which, until recently was a wholly owned subsidiary of the Sara Lee Corporation, holder of the various trademarks. Sara Lee recently divested itself of WonderBra and its other intimate apparel divisions including Hanes Brands. What is generally known as the WonderBra enhances the projection of a woman's bust and is perhaps best represented in the 1970's era advertising campaing entitled, "We care about the shape you're in...wonderful, wonderful, WonderBra". However, WonderBra is a tradename in Canada and represents a wide range of intimate apparel products, not all of which are designed to enhance the appearance of the bust. For example, WonderBra also manufactures panties, slips, and specialty bras such as those suitable for nursing infants.

The original Wonderbra bra was designed in 1964 by Canadian Louise Poirier for the Canadelle Company and was sold under licence in the United Kingdom and some other countries. It was not introduced in the United States until May 1994.

During the 1990s, the company achieved huge profile in the UK for its Hello Boys campaign - a series of outdoor ads, showing women modelling wonderbras, with the eponymous caption. Urban myth attributed a number of car accidents to (male) drivers being distracted by the adverts.

In the United States, the debut of the Wonderbra garnered a large amount of attention. It has become a pop culture icon, as it has been referenced in late-night TV monologues, and it is even in songs like Rammstein's "Amerika":

We're all living in Amerika

Amerika ist wunderbar [wonderful]

We're all living in Amerika

Coca Cola, Wonderbra!