A plea from the most beautiful women to Men: “Stop Wearing Underwear”
Male consumers will soon have to take a distinct decision when it comes to underwear: Do I wear it, or not!
RevolutionWear, Inc., a global company is actually turning heads with a new advertising campaign featuring beautiful Swedish models proclaiming “No man should wear Underwear” to launch their flagship brand of game changing underwear FRIGO® to the U.S. marketplace. The campaign underscores the power women have over men when it comes to their undergarments and appearance.
The company’s provocative new teaser campaign reverses the stereotype of male model “hunks” and uses seductive women instead, creating an element of mystery and a call-to-action to visit the company’s website.
The new campaign will come to life across a breadth of channels, including outdoor advertising, events, digital promotions and retail merchandising in New York City, Los Angeles, California, and Miami, Florida (all USA). It was executed by creative director Johan Pihl. To coincide with the outdoor teaser campaign, RevolutionWear.com is giving away more than 1000 pairs in online sweepstakes. Why, because Mathias Ingvarsson, CEO is convinced that men get instantly hooked after experiencing the comfort and innovation of FRIGO®- Giving away FRIGO® is the best way to let them test drive the product. He further stated: “Our goal in this campaign is to underscore that traditional underwear is dead and the conversation about highly engineered new class of men’s underwear needs to be started.”
The new product was created by a European team of experts, and incorporates high end, high tech design with superior active support into the silhouette of a boxer brief. Frigo®’s patented signature feature, the FRIGO ZoneTM is an adjustable mesh pouch that provides ultimate support, coupled with the perfect fit. The new product is available in major luxury department stores since November 1, 2013.
RevoutionWear, Inc. combines innovative design with technology to create radically different, superior products for global distribution. The company was founded in Sweden, an incorporated in the U.S.A. in 2010 and is headquartered in New York City.