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...