Insights / Strategic Thinking

Gold
CAMPAIGN
The Boys
AGENCY
Clemenger BBDO
CLIENT
Bonds
BRAND
Mens underwear
DETAILS
Australian blokes don’t care about their undies, let alone talk about them. And once the safe choice, BONDS, came under private label attack with a price gap you could not ignore. BONDS had to find a way to get undies back into collective guy’s agenda. But instead of trying to convince men their undies were better, they spoke to them about something they care about – their balls.
The rest is history. And an unlikely pair of ‘talking testicles’ were on the nations lips.
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