News & Views

Bonds / Life of The Boys

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Australian underwear brand targets men with a weather-responsive billboard

To get guys thinking about their choice of underpants, Bonds has brought back ‘The Boys’ – a pair of talking testicles – for a new outdoor campaign.

The Australian underwear brand created an interactive billboard at Melbourne’s Bourke Street Mall depicting the lives of Rob and Dennis (a.k.a. The Boys). The billboard measures the weather in real time and shows The Bond Boys reacting to the changing conditions. For example, when it’s cold, Rob and Dennis shrink towards the top of the billboard and when it gets warmer they hang lower (see video, below).

The Bonds Boys billboard supports spots that show the hardships men’s ‘golden nuggets’ have to face from cycling to manscaping. The humorous ads end with the strap line ‘Your boys go through a lot. They deserve very comfy undies.’

Bonds has also partnered with Uber to give guys and their ‘boys’ comfy rides. The brand will be offering AU$50 (US$39) off Uber rides to the first State of Origin Game rugby league match on 1 June 2016. To claim the discount people will have to open the Uber app between 6.30 – 7.30pm before the game and use a code when requesting their ride.

The Bonds Boys are also on Twitter where the pair tweets about Bonds promotions, competitions, sports news and current events.

The campaign was developed by Melbourne-based Clemenger BBDO.

 

Contagious Insight / 

Let’s talk about trunks baby / Bonds first introduced Rob and Dennis in October 2015 with the aim to get men thinking more about their choice of underwear. Instead of highlighting the trunk’s features, such as a seamless stitch, elasticated waistband, 100% cotton and accessible pouch, the brand does a great job of communicating the comfort benefits of its products through the impact that poorly fitted underwear can have on guys' ‘golden nuggets’. By focusing on something guys care about – their ‘boys’ – the ads become much more relatable and relevant.

The campaign also breaks the advertising stereotypes for the category, helping it stand out. Instead of hunky, flexing men pictured in the boxers, the Bonds campaign focuses on humour and looks totally different, making it more memorable among the target audience.

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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