Bonds / Pacific Brands Underwear Group: The Boys

This case study explains how Bonds, an underwear company, used humour to increase sales among Australian men aged 18-39.

Bonds / Pacific Brands Underwear Group: The Boys

Executive summary

Product Description:

Bonds is the biggest men's underwear brand in Australia.

Objective of the Campaign:

For years Bonds has had little to no competition in the men's underwear category. Their product had become ubiquitous, and pretty much the standard that men were comfortable with. This was a good place to be, as blokes don't really think, or care about their undies. Blokes could safely and effortlessly pick the same pairs up off the shelf when their old ones literally fell apart, or their girlfriend/wife said 'enough was enough', and magically...

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