OverviewJockey needed to revitalize their brand. Increasing competition from Victoria’s Secret and other boutique brands was making Jockey increasingly less relevant in the marketplace. Cone was charged with updating Jockey’s image and helping them to own the “comfort” positioning. Since so many competitors were driving on style with no regard for real comfort, Jockey knew they could be the brand that men and women associate with underwear that works for you and with you.
Program Elements
No Panty Line Promise
Cone’s work began with the launch of the “No Panty Line Promise” products. The messaging and outreach focused on both comfort and performance. A huge early win for the campaign was a major placement in Real Simple magazine that highlighted the product and the benefit it delivered. As soon as the issue hit newsstands, consumers began calling 1-800-JOCKEY1 (as credited in the editorial) to find out where to purchase the pant. In the weeks following, as many as 31% of daily calls were attributed to the placement.
3D Line
Next came the launch of the 3D line – designed around the concept that the human figure is 3D and not the 2D shape that most underwear takes. To launch the major new category in a high-profile, brand-appropriate way, the High-Wire act was born. The media launch saw acrobats high above NYC’s Bryant Park performing stunts in their Jockey 3D underwear. The message was: Jockey 3D underwear is designed to move with you no matter what you are doing.
StopSquirming.com
Building upon Jockey’s iconic American appeal, Cone helped Jockey to reposition itself in 2007 by focusing on the “freedom to be you.” Launching StopSquirming.com, the Web site discusses the taboo topic of uncomfortable underwear situations through customer generated-videos of all the outrageous ways men and women try to alleviate the discomfort of ill-fitting underwear.
UnderWars
Got moves? Got undies? Cone asked contestants to bring it in UnderWars, an online dance competition for adults to post videos of themselves dancing in their underwear. To create buzz and build brand awareness among a younger consumer base, dancers were allowed to be as free and creative as they want, whether they were alone or in a group, just as long as their drawers (of any brand) were partially visible. The winner was chosen via online votes from 32 contestants randomly divided into tournament brackets, and received $5000 for showing their stuff in their skivvies.
Results
2006
- Over 229 million media impressions
- 45 placements in consumer magazines
- 14 placements on women’s fashion Web sites or blogs
- 25 placements in trade magazines
- 115 placements in local markets (TV/radio/print)
- 50+ consumer and trade editor briefings at fall and spring editor meetings
- More than 1,400 products sent to media contacts
2007
- Over 310 million media impressions for both StopSquirming.com and UnderWars
- StopSquirming.com had over 70 placements in print and online publications, including fashion trade magazines
- Over 60 online/blog placements for StopSquirming.com
- UnderWars achieved over 200 placements in print, online and broadcast outlets nationwide
- Additional 65 television news spots
- More than 150 online outlets featured UnderWars
