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...