New interactive campaign engages consumers in the fight against uncomfortable underwear
Jockey International, Inc., launches a humorous new web site targeting a younger audience and drawing attention to the often taboo topic of uncomfortable underwear situations. StopSquirming.com showcases the comical and sometimes outrageous ways that men and women try to alleviate discomfort caused by ill-fitting underwear that shifts, bunches or rides up, while highlighting Jockey® undergarments as a solution that will put an end to squirming once and for all.
StopSquirming.com features videos of common squirms caused by uncomfortable undies, such as the "Bus Change" squirm which involves burrowing your hands into your front pockets pretending to dig for change while fixing underwear that is bunching or creeping. Site visitors can upload videos of their own signature squirms, view funny squirm videos posted by other participants and vote on their favorite squirms.
The launch of StopSquirming.com represents Jockey's first viral marketing campaign as the company seeks to generate buzz and build brand awareness with a new, younger consumer base. The campaign is part of a larger corporate initiative that includes marketing, branding and new product introductions designed to attract younger consumers to the brand.