Total Package
BONDS were launching a game-changing pair of undies called Total Package which separated and supported all of your bits. More importantly, it was launching at a time when the brand was losing ground to new entrants who had been out-shouting and offering better value for years.
Challenge
Every underwear brand promises comfort and uses the word comfy. So how do we make Aussies actually believe that Total Package would make a noticeable difference down there?
Unlock
Guys put their balls through a lot without even realising it.
Strategy
Make guys realise they deserve more than ‘just fine’ by showing them how comfortable they could actually be.
Proposition
Expect more from your undies.
To better speak the language of Aussie blokes, we enlisted the help of a range of Aussie cultural icons to put ‘downstairs comfort’ in terms they understand.
From football coaches to sushi chefs, every spot had it’s own analogy for how Total Package makes a real difference down there.
Results
Reversed a Share of Market (men’s underwear) decline and generated market share growth.
The campaign got more guys buying BONDS underwear. Over the course of the campaign we saw consistent YOY growth in male buyers.
55+ million media impressions.
Numbers omitted for business sensitivity.
Creative
How I made a difference.
I was strategic support for this one working into our Head of Planning. I did a deep dive into how the category was talking about comfort which armed the creative teams with all the tropes and clichés I knew we had to avoid in order to stand out. I also came to the conclusion that most guys settle for ‘fine’ when I discovered from Bonds’ research that 8/10 guys said their undies were ‘fine’ despite the fact that half complained about discomfort. To go even further (and grosser), I also discovered men on average hold on to their underwear for seven years! This put the nail in the coffin and made it clear that that guys should take their comfort down there more seriously.