Australian underwear manufacturers Bonds introduced on Thursday its debut within the U.S. market, marked by a model new marketing campaign that includes Australian TV character Robert Irwin and musician Tkay Maidza.
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The HanesBrands-owned Bonds has bowed a brand new U.S.-dedicated web site, alongside the opening of a retailer on Amazon U.S.
Customers will have the ability to discover Bonds’ anti-chafing underwear vary Chafe Off, along with different underwear ranges together with Icons, Originals, X-Temp Air, and On a regular basis, amongst different kinds. Individuals can even have the ability to buy Bonds Chesty Tanks, crafted from stretch cotton and made to layer or put on solo.
Dubbed “Made for Down Under”, the brand new U.S.-centric marketing campaign options each Irwin and Maidza shot with real-life snakes and spiders, modelling a curation of the Bonds underwear now out there stateside.
The nationwide marketing campaign will roll out throughout OOH, digital, social, podcasts, and linked TV starting in April and operating by the remainder of the yr.
“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” mentioned Tanya Deans, President of Bonds Australia. “Americans might wonder – how are Aussies so laid back in a land filled with dangerous creatures like sharks, spiders, crocs, and snakes? The answer is simple: They’re all wearing Bonds.”
In its most up-to-date buying and selling replace in February, mother or father firm HanesBrands mentioned fourth-quarter gross sales surpassed expectations, including that its CEO, Steve Bratspies is stepping down from his submit by year-end.
