• RIO: Partners with Big W to get personal.
    RIO: Partners with Big W to get personal.

Pacific Brands has launched a national promotion for underwear brand Rio, inviting consumers to design and receive a pair of personalised underpants.

Rio, owned by Pacific Brands, has collaborated with discount retailer Big W to host the initiative, inviting shoppers to digitally design their own pair of personalised underpants.

Consumers must purchase a pair of the brand's underpants from a Big W store and head to the campaign's website to design the iron-on logo, which they then receive in the mail.

The campaign is being promoted by Big W with in-store activations and will also see brand ambassadors roaming shopping centres in the personalised pants to spread the message.

It has been created by shopper marketing agency and division of the Clemenger Group, Channel 5. Test Drive is handling the experiential elements.

In March this year, Pacific Brands rolled out Bonds' Birthday Project, which saw hundreds of personalised t-shirts produced with consumers' birthdays.

The campaign was digitally led and asked consumers to "claim" their birth date by uploading an image of themselves to the Bonds site.

Pacific Brands general manager of marketing Tanya Deans said the latest campaign was designed to engage shoppers.

"Tapping into the personalisation trend and giving people a fun opportunity to tailor their undies with a cheeky message is a very Rio thing to do."

This story first appeared on sister website www.adnews.com.au

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