It’s all explained through a promotional film which opens with PrimaDonna CEO Ignace Van Doorselaere explaining that he is often asked ‘as a man, how can you know what it is like to have a bigger cup size?’
Confessing that as men they don’t know what it is like, Van Doorselaere dons a set of E cup weights and announces ‘International E Cup Day For Men’.
The rest of the video shows PrimaDonna employees going about their daily routines with the added strain of the E cup weights. They mention many of the problems that larger-breasted women have including back and neck pain, uncomfortable straps, and difficulty finding stylish support.
The video ends with Van Doorselaere declaring the great lesson they learned from International E-Cup Day:
‘Good support is important. Everyone at PrimaDonna knows that now.’