SAXX: Celebrating the snip

North American brand Saxx Underwear created the VaSAXXtomy Registry to attract new customers, create buzz and grow fame in the United States.

Executive Summary

Insight

Nets aren't the only things being snipped around March Madness. Strangely enough, a study showed a 30% increase in vasectomies during the first week of March Madness compared to an average week. Thousands of men are strategically (and smartly) easing their recovery by matching it up with a weekend of non-stop action on the court. Now, that's a bailer move!

Idea

Timed with the start of the NCAA Tournament, SAXX Underwear created a world's first: the VaSAXXtomy Registry. This new spin on a traditional gift registry gave men a reason to celebrate their "boys'" retirement from their...

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