Saving Joe Boxer

This case study describes how Joe Boxer, a Canadian underwear brand, undertook a rebranding to develop a premium positioning targeting men aged 17 to 34 in order to maintain its listing at a major retailer.

Saving Joe Boxer

Agency: Red LionClient: Caulfeild Apparel Group Ltd.

Section I — Basic information

Business Results Period (Consecutive Months): September 2012 – March 2013

Start of Advertising/Communication Effort: September 2012 – March 2013

Base Period as a Benchmark: September 2011 – March 2012

Section II — Situation analysis

a) Overall assessment

Founded in 1985 by Calgarian, Nicholas Graham, Joe Boxer quickly became the market leader in unique, fun, novelty underwear with a loyal customer base that has remained steady to this day. Known for quality underwear, fun fashion, and a great fit at...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands