Undie Pride

Following the global financial crisis, the men's underwear sector in Australia was in decline. Bonds - the market leader - naturally felt it needed to do something about it. With MediaCom, they developed a humorous and engaging campaign that made men's underwear a major talking point.

In partnership with News Ltd, research into underwear habits was commissioned. When it was released, the enlightening details fuelled massive media coverage across the internet, newspapers, radio and television. An integrated advertising campaign followed telling men to 'stop suffering' and 'take pride in their underwear . Meanwhile, an in store $10 cash back offer drove sales of the Bonds Fit Trunk range.

As a result of the campaign, the men of Australia now feel they have license to buy underwear again. And correspondingly, Bonds has seen market decline turn into growth.