Déjà boob

Attention new millennium mamas! It's time to...shred your bras? Yes, apparently one more time, say the folks at WonderBra, Montreal, who have launched their latest line, called 'Me,' with a 'fitting' PR/charity stunt. Women are encouraged to 'Liberate yourself from your old bras!' by tossing their worn-out unmentionables into a 'bra-destroyer' that's making the rounds to 15 shopping malls in 11 Canadian cities, ending Nov. 21.

Attention new millennium mamas! It’s time to…shred your bras? Yes, apparently one more time, say the folks at WonderBra, Montreal, who have launched their latest line, called ‘Me,’ with a ‘fitting’ PR/charity stunt. Women are encouraged to ‘Liberate yourself from your old bras!’ by tossing their worn-out unmentionables into a ‘bra-destroyer’ that’s making the rounds to 15 shopping malls in 11 Canadian cities, ending Nov. 21.

In return, they receive a consultation to learn which size fits best, a $5 mail-in rebate coupon and WonderBra donates $2 to the Canadian Breast Cancer Foundation. To date, about 1,500 women have taken part in the free fittings, says marketing manager Mary-Ann Cobb. Diesel Marketing and Manifest came up with the idea. Torchia Communications is handling PR. All the agencies are based in Montreal. No word yet on how many tired, tattered bras have finally met their maker.