Undie Pride

Agency The Campaign Palace & MediaCom
Advertiser Bonds
Author Karen Dwyer
Total Campaign Expenditure $1 - 2 million

In 2009, after several years of healthy and steady growth, the men's underwear category was in decline. Bonds were experiencing it and IBIS World was painting a bleak picture ahead – predicting the category to shrink by $20 million.

The reasoning? Simple really. Australia wasn't officially in recession yet the fear of the Global Financial Crisis had set in. In times of economic stress whilst many discretionary items take a hit, men's underwear is often one of the first categories to do so. Blokes’ underwear simply doesn't rate on the list of things to worry oneself about.

"For most men, fashion is not considered a necessity, and underwear tends to be one of the first things men are prepared to cut back on."1