Kmart Corp.: Kmart Joe Boxer Launch campaign
Ed DingerOVERVIEW
Joe Boxer built its reputation in the underwear field by being offbeat. It was the first to offer glow-in-the-dark boxers and was known to stage outrageous stunts, such as sending 100 pairs of underwear to President Bill Clinton in 1993 to mark his first 100 days in office. The accompanying note read, "If you're going to change the country, you've got to change your underwear." But Joe Boxer was sold in department stores, where it had to fight for shelf space, and saw sales drop off as consumers began opting...