Best&Less Bring New Undie Brand Down Under

Best&Less Bring New Undie Brand Down Under

To support the exclusive Australian launch of underwear brand, Joe Boxer, Best&Less has teamed up with We Are Social to create a social campaign.

Ben Cooper
Posted by Ben Cooper

The iconic retailer is excited to announce the launch of a new international brand.

“Best&Less the much loved Australian retailer is known to many as the home of underwear, with a great and affordable range for the whole family. We are excited to add to this range the family fun brand Joe Boxer. We know our customers love to express themselves through their underwear and the cheeky and happy attitude of this brand is sure to appeal to our fun-loving customers,” said Sarena Campbell, Best&Less head of merchandise.

Founded in America in 1985 and boasting 90 per cent brand awareness in the US, Joe Boxer undies are cheeky, irreverent and fun for the whole family. We Are Social has dialled up the brand’s playful side – personifying the underwear as a typical American family, on tour Down Under, discovering everyday Australiana references as they become acclimatised to their new life.

Following an initial family briefing, the family takes a trip to the beach, a spin on a Hills-Hoist and camps in the outback in a series of bright, cheerful videos that will make a bold impact in the newsfeeds of Australian consumers upon release today.

Each video will feature on the Best&Less Facebook page, as well as on the website & YouTube.

“It’s been great working with Best&Less on such a fun brand launch. The cheeky personality of Joe Boxer lends itself to social content that we believe will really appeal to the fun-loving Australian audience,” said Suzie Shaw, managing director of We Are Social.