The Boys

Background

Bonds is the biggest underwear brand in Australia. For years it had little or no competition.

In recent times, however, aggressive private labels had ramped up their attacks and many were half the price of Bonds.

Bonds' target market, 18-39 year-old guys, did not care much about their choice of underwear. Product benefits like '100% cotton' or a 'seamless stitch' did little for them. So the task was to find a different way to get through to them.