Undie Pride

'Undie Pride', a campaign for a men's underwear brand, bucked the trend for a category widely seen to be in decline.

Undie Pride

Agency The Campaign Palace & MediaComAdvertiser BondsAuthor Karen DwyerTotal 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...

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