I came across these great adverts by Australian underwear brand, Bonds, today – they’re part of the company’s “Say no to Dodgy Undies” campaign which was run in Australia a few months ago.

Bonds Underwear Advert Buy New Before Cracks Start to Show Bonds Underwear Will your Underwear Last Another Curry

Not just an ad campaign, the creative was launched off the back of a survey of 1100 Australian men to find out their underwear habits. The results were a little unnerving and will make me look twice at Aussie guys from now on…

  • Half of the men surveyed said they sometimes wore the same pair of underpants for two or three days in a row
  • Half of the men described their undergarment collection as not being “up to scratch” – purchasing undies was low on their list of priorities and they would rather purchase burgers and beers
  • 25% revealed that they left the purchasing of underpants to their partner
  • 70% of the men stated that they had worn women’s underwear

Survey’s are a permanent fixture in the PR toolkit – done well a survey can grab the attention of journalists and consumers and add weight to your key messages. In this case Bonds used the survey as the foundation for their creative concepts – encouraging men to ditch their dodgy underwear. Adverts were placed in sports sections and supplements of newspapers, in addition to the early news section of the papers to ensure a broad reach.

They also ran eye-catching commercial features to out forward the survey results in an entertaining way and deliver another opportunity to reach the target audience:

Bonds Underwear Advertising Feature Grundies Come of Age

A simple concept executed well. No word yet on whether Aussie men have developed ‘undie pride’ or if they’re still just turning them inside out. Groan.