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.