While Hanes is still overtly targeting men with Michael Jordan and lingering on the age-old “we-removed-itchy-tags” functional message to support their comfort “leadership”, Saxx Underwear flips comfort on its head for the consumer living in 2013. With an emotional appeal highly relevant to women, Saxx ladders male underwear discomfort up to the all too familiar social faux pas that all women can relate to.
Let’s see what else they do to bring this brand to life. Great start.
I must also give a nod to one of my favs, Duluth Trading Co., with an equally emotional appeal in the complete opposite vein.