Underwear Brand Knobby Launches Cheeky Campaign Via GROUND

Underwear Brand Knobby Launches Cheeky Campaign Via GROUND
B&T Magazine
Edited by B&T Magazine



Australian underwear brand Knobby launches ‘Good Underneaths’ – a new brand platform and integrated campaign created by GROUND.

Long known for their cheeky larrikin persona, Knobby sought to find a new positioning in the market that reflects their evolving product range and a changing audience demographic.

Rob Rand, CEO and founder of Knobby, said: “We needed to grow up and share the reality of our story. ‘Good Underneaths’ speaks not just to the internal values of the company and the quality of the product, but also reflects our community who are not only there for the good times, they offer genuine support to each other when things get tough.”

Colin Fairley, managing partner and founder at GROUND, said, “The campaign was built upon deep cultural insights and audience research that uncovered when our audience were faced with modern life, Knobby had a role to play as a supportive mate,”. “We’ve been on the journey with Knobby since the start and are proud to bring to life this new positioning that shows just how much the brand has evolved.”

@knobby_au

Undies that make you feel good! 👍 #knobbynation #fyp

♬ Tell me something that will piss me off – Artimus Wolz

‘Good Underneaths’ comes to life with the brand’s first-ever TVC that dramatises Knobby’s role as that supportive mate – offering you a friendly piece of age-old advice to help with any of the little moments of modern life that can make you feel a little bit overwhelmed. Just imagine the world in their Knobby underwear.

The TVC was produced in partnership with production company Entropico and directed by Aislinn Lowe. “I loved the opportunity to help take Knobby on its first steps into an exciting new space,”. “Knobby underwear is playful and supportive, and that’s the mood I wanted to hit with this spot, balancing fashion and humour to bring characters to life in relatable scenes and situations.” said, Lowe.

With the new positioning underpinning all brand activity into the future, the integrated ‘Good Underneaths’ campaign went live on 19th October and is supported by a new website launch and a multi-channel social program encouraging the Knobby community to sport their undies to feel ‘good underneaths’, whoever they are, whatever they’re doing.

The campaign launches in line with the release of the Knobby’s new Bamboo Staples Collection: a range of men’s and women’s underwear and bralettes in super soft and sustainably sourced bamboo. 




Please login with linkedin to comment

Gro GROUND knobby

Latest News

New Business Wins For We Scout
  • Marketing

New Business Wins For We Scout

Indie comms agency We Scout announces new business wins. Well, you'd hardly announce new business losses, would you?

Oceania map with connection networks.
  • Media

Zenith Wins Superloop’s Media

The Zenith Christmas party set to be a wholly more bawdy, jolly soirée after agency nabs end-of-year win.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]