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.
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:
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.