Australian brand Bonds has always generated excitement within the fashion industry with its playful underwear campaigns. In 2015, for example, the label engaged its target audience with a "hilarious ad that revealed life from the perspective of two testicles."
For 2018, the cheeky label is launching its first-ever women's range. Unlike Bonds' previous underwear campaigns, ‘The Queendom' marketing initative actively empowers and celebrates the female spirit and the right to go unshaven. The Australian label works alongside creative agency Leo Burnett Melbourne in the production of an engaging short video. The setting for this provocative campaign is dubbed 'Bush Land.' The marketing materials humorously poke fun at a number of stereotypes and liberate them from social stigma.
Hair-Positive Underwear Campaigns
Bonds Debuts Its Women's Range with a Tongue-in-Cheek Campaign
Trend Themes
1. Body Positive Underwear Campaigns - Creating marketing initiatives that depict a diverse range of body types, medical conditions, and unique features to promote body positivity and inclusivity.
2. Humorous Stereotype-themed Campaigns - Employing stereotypes, challenging them, and presenting them in a humorous and celebratory manner to increase brand awareness and saturation in popular culture.
3. Female Empowerment Campaigns - Campaigning extensively for women's rights, equal opportunity, and feminism in general with women at the center of the brand's marketing strategy.
Industry Implications
1. Fashion & Apparel - Introducing new marketing campaigns that challenge conventional norms and accept diversity and inclusion
2. Beauty & Cosmetics - Empowering women to embrace and celebrate their unique features and qualities through product campaigns, messaging, and events.
3. Marketing & Advertising - By producing marketing initiatives that celebrate diversity and inclusivity of underrepresented communities, brands can differentiate themselves and positively impact social discourse.