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Underwear Brand Gives Thanks For Great Butts

Imb_sloggi1_2 As much of the US gears up for an abbreviated day of work leading up to the Thanksgiving Weekend, I thought I’d share a great marketing idea from our cousins across the pond that never quite made it to the US. It’s for an underwear brand called Sloggi – who decided to launch a Miss Universe style pageant search around the world (in the markets they sell, primarily) for the world’s greatest butts called "Show me your Sloggis." Men and women sent in their photos from around the world (in Sloggi brand underwear, of course) and the brand had a vote online in every market.

The winners in each market travelled to Paris last week to compete in the live competition, where they crowned two winners (pictured on the left): a girl from Brazil and a guy from France. It’s not the Olympics, but having the best butt surely must inspire some national pride, right? More importantly, it’s a great way to get people talking (and blogging) about Sloggi underwear. Here are some more photos from the event:

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UPDATE: Check out Steve’s post over at Adrants on this campaign for more background on a few other promotions the brand has done and more context around this one.

8 thoughts on “Underwear Brand Gives Thanks For Great Butts”

  1. Rohit. Fun post, especially as i am crafting a tip-based community with monthly votes for prizes for top ten most popular tips.

    BUT on a VERY different but timely topic: my mind is on my friends and others in India with this horrific set of attacks.

    Reply
  2. Rohit. Fun post, especially as i am crafting a tip-based community with monthly votes for prizes for top ten most popular tips.

    BUT on a VERY different but timely topic: my mind is on my friends and others in India with this horrific set of attacks.

    Reply

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A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

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