Y-Fronts are reborn

Y-Fronts are reborn
SHARE
THIS



Pacific Brands has launched an experiential campaign to promote the ‘re-birth’ of its Y Front underwear range.

The campaign, created by Channel 5, will run throughout March and April and features big white ‘Y’ installations in shopping centres in Sydney and Melbourne.

The structures house interactive screens which will allow consumers to put themselves in a picture with a Jockey Y model. People can then share the photos online via social media.

Michael Cromer of Channel 5 said: “One of our main campaign objectives is to drive purchase consideration by guiding shoppers into their nearest department store.”

Although this is an underwear brand for men, Cromer said male and female content would be available on screen to ensure they caught shoppers as well as consumers.

“Shopper insights tell us that the main grocery buyer for this product is 60% female who is purchasing underwear for him,” said Cromer.

The execution will appear at Westfield Chadstone and Westfield Doncaster throughout March and Westfield Chatswood and Westfield Sydney in April.

Credits: client Pacific Brands (Jockey), shopper marketing and digital Channel 5, activation Test Drive

Please login with linkedin to comment

Latest News

Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?