Sloggi looks for best bum

BRISBANE: Bodywear brand Sloggi has developed an innovative marketing campaign based around finding the world's most beautiful bottom.

The basics underwear brand, owned by Triumph International, has teamed with Sydney-based public relations firm Polkadot PR to manage the Australian leg of the global event, which last year attracted more than 300,000 contestants.

The event, dubbed 'Show Me Your Sloggi', will see Australians encouraged to upload photographs of their behind on to the brand's website. Votes will be cast by members of the public, with finalists invited to the Australian grand final in October. The best male and female behinds will be flown to Paris where they'll participate in the international competition along with others from 31 different countries. 

The event, with an undisclosed spend, will be supported by a strategic online and offline marketing and media campaign including experiential events and publicity stunts.

The Sloggi brand, whose briefs are available in sizes small, medium and large with a recommended retail price of $20, is sold in more than 20,000 outlets worldwide.