Selling underwear to the good ol’ fashioned Kiwi bloke

Leveraging Sponsorship 
Bendon Man & The Vodafone Warriors

Bendon are New Zealand’s leading manufacturer of undergarments for men. However, consideration and relevance of underwear purchase is low amongst males. The opportunity arose for Bendon Man to sponsor one of New Zealand’s most well known sporting teams, the Vodafone Warriors Rugby League team.

We develop a campaign that would strengthen the brands relevance to their core male audience by featuring key players from the team.

This gave the brand credibility amongst a target audience who are notoriously un-involved and disinterested in their choice of underwear.

We also conducted an in-store sales purchase analysis to understand what the key sales stimulus opportunities were (and weren’t) in order to maximize both the shopping experience and opportunity for sale.

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