Bonds smuggles its undies into the US
Bonds, one of the most quintessentially Aussie brands, has launched into the US market with an exclusive Amazon deal and an ad starring Robert Irwin in his undies.
Robert Irwin has stripped down to his undies to help the quintessentially Aussie brand Bonds sell its undies in the United States.
Mr Urwin is the star of a new ad campaign to launch Bonds, and its range of underwear and apparel, to American consumers.
The 100-year-old brand is looking for a high-impact entry into the market with two ads, one featuring Irwin and another starring music icon Tkay Maidza, which carry the tagline Made for Down Under.
The ads, which also co-star a collection of deadly wildlife including spiders, snakes, lizards and crocodiles, suggest the secret to the nation’s laconic laid back attitude despite the deadly wildlife, is all due to comfy underwear.
Bonds Australia president Tanya Deans said, “We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the US. 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.”
According to Ms Deans, the average Aussie has 12 Bonds products in their home and the ambition to help Americans achieve similar levels.
The brand, which is owned by HanesBrands, is launching six product ranges in the US market including the iconic Bonds Chesty Tanks, commonly known as Chesty Bonds singlets locally.
It will also launch its Icons range of women's wardrobe staples, the Everyday range of men’s briefs and boxers, the Originals underwear range and Chafe Off, a range of bamboo underwear. US consumers will also have access to the X-Temp Air range which features the brand’s innovative cooling technology fabric.
The products will be available online through an exclusive partnership deal with the US e-commerce giant Amazon, and via the Bonds eCommerce site.
The national campaign will run throughout the year across out-of-home sites and locations in addition to digital, social and connected TV platforms.
will also incorporate activity across the SiriusXM podcast network and Amazon.
The campaign was created by Special Australia with director Stefan Hunt from Exit films and photographer Lula Cucchiara from Sam I Am.
Special Australia executive creative director Ryan Fitzgerald said the campaign deliberately leaned into stereotypes about Australia. “Two things are widely known about Australia in the US: the laid-back nature of our people and our unusually high concentration of dangerous animals,” Mr Fitzgerald said.
Bonds
“Less commonly known is how the former stays true in the presence of the latter. “The secret? Our very comfy undies.”
Bonds is the latest Australian brand to tackle the US market this year. It follows the recent launch of sunscreen brand UltraViolette, which debuted in America in February through a partnership with beauty and skincare retailer Sephora.
UltraViolette also leaned into Aussie stereotypes for its advertising with billboard ads featuring the brand’s brightly coloured products alongside copy that read: Skin damage can f..k off. Swear by Australian SPF.
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