Jockey UnderWars and StopSquirming.com

Launching a campaign to focus brand positioning on “freedom to be you,” Jockey worked with Cone to develop an innovative marketing strategy. To introduce new products, build brand awareness and increase market share among younger minded consumers, Cone helped Jockey develop two new interactive Web sites — StopSquirming.com.

Cone implemented an aggressive media relations campaign targeting both traditional and non-traditional outlets to enhance and extend the reach of the Web sites. The campaign secured extensive media coverage to drive widespread consumer awareness and buzz and communicated Jockey’s larger rebranding story through effective messaging and positioning.

Media outreach resulted in:

• More than 270 placements, resulting in more than 310 million impressions for both campaigns in the United States and Canada.
• StopSquirming.com - more than 70MM impressions
• JockeyUnderWars.com - more than 240MM impressions