Padded swimmers ‘hold men’s, um, nuts in perfect position’ in Junkee and PHD’s Nobby’s Nuts campaign
One hundred pairs of limited edition, precision-engineered swimmers that “hold men’s, um, nuts in perfect position”. That’s what Junkee Media and PHD have created for a Nobby’s Nuts campaign promoting its new Loaded Snack Mix.
Married At First Sight’s Ryan Gallagher, former Big Brother star Michael Beveridge and comedy group Roundabout Crew feature as models in the tongue-in-cheek campaign.
Comedy group Roundabout Crew modelling the swimwear
“We pride ourselves on working with clients to think outside the box to deliver creative ways to put brands in front of youth audiences that actually want what they’re selling and they trust what we recommend,” said Junkee’s CEO, Neil Ackland.
“Tapping into this market in an authentic way, with humour, is what we do best, and the Nobby’s campaign is a great example of the team really nailing this approach.”
The tongue-in-cheek campaign launched on Junkee’s Media’s Punkee vertical, which took out Media Brand of The Year at last year’s Mumbrella Awards.
Michael Beveridge also stars in the campaign
Noel Gate, business director at PHD, added that the team was “excited” to work on this project.
“The campaign has seen us take a fresh and bold approach to reach the Australian millennial audience with the aim of recruiting the next generation of Nobby’s nibblers,” Gate said.
PepsiCo (Nobby’s Nuts’ parent company) marketing manager, Susan Press, agreed, noting that the campaign is the perfect way to mark Nobby’s upcoming 70th birthday.
“It’s the perfect opportunity to inject some freshness into the brand with the new Loaded Snack Mix product and a campaign that embodies its iconic, cheeky nature in such a fun way,” she said.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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University humour in lieu of a brand idea.
But I do hope it is successful, otherwise it could be deemed a balls-up.
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