New Jockey site takes on uncompliant underwear

Jockey International is taking a light-hearted approach to a timeless “problem": uncomfortable underwear. Its new site, StopSquirming.com, uses video clips depicting the ways – discrete and otherwise – men and women battle ill-fitting underwear.

Bill Briggs

Jockey International Inc. is taking a light-hearted approach to a problem that has long plagued humanity: uncomfortable underwear. StopSquirming.com is targeting a younger audience and uses video clips depicting the ways men and women try to alleviate discomfort caused by uncooperative underwear that “shifts, bunches or rides up.”

Taking Web 2.0 to its most intimate level, the new site fosters interaction among consumers by posting videos of visitors’ “signature squirms.” Visitors also can vote on their favorite squirms.

Jockey, No. 311 in the Internet Retailer Top 500 Guide, says the new web site represents its 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 corporate initiative that includes marketing, branding and new product introductions designed to attract younger consumers to the brand, says Tim Pitt, vice president of global marketing and advertising.

The site provides a link to Jockey.com and also gives consumers the opportunity to “protect” their friends from embarrassing underwear situations by sending a “Grundy Grievance” e-mail that alerts them to their underwear problem. Consumers can choose among three pseudo Grievance Counselors to deliver one of five tailored video messages about underwear offenses ranging from “saggy skivvies to ugly undies.”


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