Bonds takes on a unique climate emergency in Glo-ball Warming campaign
Bonds is tackling the global rise in temperatures and its impact on men’s underwear, specifically their balls, in a humorous new campaign.
The “Glo-ball Warming” campaign is encouraging Australian blokes to consider the health and comfort of their balls in the face of the “mandemic”.
The campaign is promoting the brand’s Bonds X-Temp products, which feature “the latest in undie innovation with built-in technology to trigger cooling when your body temperature rises”.
Michelle Taylor, marketing manager, Bonds, said: “We know that many men are suffering in silence with sweaty balls, so we set out to prove that there really is a better way with Bonds X-Temp. The campaign is a humorous way to get them to stop and think about their current underwear and highlight the tech behind our most innovative undie yet.”
The campaign is based on legitimate research that suggests men should keep their balls cool and comfy in order to promote optimum testicular health.
The national campaign, which was created by Leo Burnett, features TV, OOH, radio, POS, digital and social media activity.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Michelle Walsh, creative director, Leo Burnett said, “Every bloke gets hot, sweaty balls (so I’m told) but they’ll rarely talk about it, let alone do something about it. So, this was a fun, playful way of getting them to consider how they treat their precious cargo and prove to them that the right jocks can make all the difference.”