News

Underchunders and Hills hoists: US pants given Aussie slang briefing in Best & Less launch

Hills hoists, kookaburras, and Reg Grundys all feature in a new campaign which sees items from US underwear brand Joe Boxer get a crash course in Aussie culture.

The social media campaign for Best & Less created by We Are Social features videos of the underwear family’s holiday which are running on the brand’s Facebook page, website and YouTube.

Best & Less head of merchandise Sarena Campbell said in a statement: “Best&Less the much loved Australian retailer is known to many as the home of underwear, with a great and affordable range for the whole family. We are excited to add to this range the family fun brand Joe Boxer.

“We know our customers love to express themselves through their underwear and the cheeky and happy attitude of this brand is sure to appeal to our fun-loving customers.”

We Are Social managing director Suzie Shaw said in a statement: “It’s been great working with Best&Less on such a fun brand launch. The cheeky personality of Joe Boxer lends itself to social content that we believe will really appeal to the fun-loving Australian audience.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.