A group of brave underwear models tested Ultimo Bras on different roller coasters at Alton Towers resort, located in England. Several lingerie brands have successfully used the viral marketing in the past such as Agent Provocateur with Kylie Minogue. Besides, Victoria’s Secret has its own YouTube channel that promotes successfully its lingerie.

Ultimo, a British underwear brand, and theme park Alton Towers resort demonstrate with their viral video that Ultimo Bra could withstand the G-force generated by the different roller coasters. According to Michelle Mone from Ultimo, “Many women across the UK wear ill-fitting bras, which can not only cause discomfort and long-term health problems, but also accidental exposure at inappropriate times. We’re working with Alton Towers to advise which styles of bras riders should be wearing, proving that thrills don’t necessarily have to mean spills. Ultimo bras are built with the very best engineering and support, and today we have proved that – no matter the style or G-force – if you invest in quality, everything will stay perfectly in place!”The video has been seen 302,616 times since it was posted on June 15th on Youtube.

Some persons, especially women, don’t like this kind of advertising. Even so, everybody has to admit that it produces a tremendous viral effect not only in men but also in women.