Pacific Brands has launched a national promotion for underwear brand
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
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
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