Kmart & Joe Boxer: Show your Joe

This case study explains how Joe Boxer, the men's underwear brand exclusive to Kmart, built excitement about receiving its product as a Christmas gift in the US.

Kmart & Joe Boxer: Show your Joe

StarbucksJoe Boxer; FCB Chicago

Summary

Nobody gets excited about underwear for Christmas. So how could we make Joe Boxer, an exclusive Kmart offering, a "must have" gift during the Holiday season? We executed a multi-faceted research plan with brand history research, social media analysis, in-home ethnographies, and consumer interviews. We learned our core consumer lived with an attitude of embracing fun in the face of "grown up" demands that lined up perfectly with the Joe Boxer brand. With a video of handsome men wearing tuxedo tops and Joe Boxer bottoms, we delighted...

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