Branding Rivalry Edit
Underwear Campaign Wars

According to the Fashion-Fox website:

“Quite a few websites in the US have echoed BrandWeek’s article about underwear maker Jockey’s new initiatives online. For the moment, I find the first site (Stop Squirming) pretty boring, especially compared to cheeky sites such as Sloggi’s “Show me your Sloggi”.
Are the approaches to online underwear marketing different because targets in Europe and in the US react differently to (partial) nudity?”

- Stop Squirming is a boring imitation of ShaveAnywhere, the successfull site that launched the BodyGroom craze. On Stop Squirming, you can watch videos of fully-clothed people ... squirming ...  The Jockey underwear people hope that people will upload their own videos and send it to their friends. Hum, if there is something viral going on in this underwear story, it is certainly not its marketing.

- Show me your Sloggi is a European-wide campaign where you can vote for the “most beautiful bum”. And you can compete as well. You may win and become Sloggi’s new underwear model.

Guess which of the two sites will get the most viral?