Underwear fashion brand Sloggi has celebrated the launch of its new Body ADAPT Twist range by unveiling a campaign titled ‘House Party’.
Developed by creative agency Mullenlowe, the campaign features a diverse group of young people celebrating together, highlighting the key roles ‘connection and inclusivity‘ reportedly play in the lives of the Sloggi audience.
According to the brand, the Sloggi Body ADAPT range was designed with the recognition that each person who wears it is unique. Mullenlowe’s campaign intends to embody the idea that Sloggi’s range moulds to its wearer’s figure, allowing people to be ‘comfortable in their own skin every time their body moves or changes’.
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“Capturing the powerful joy we get from letting loose with our friends was the insight at the heart of this campaign,” MullenLowe global creative director Ilana Einfeld said. “We knew we wanted to show a global Gen Z audience in their natural habitat, and we knew we wanted to show how the sloggi Body ADAPT underwear actively adapts to you, without getting too technical.
“The iconic parties, the ones everyone remembers (or doesn’t!) and talks about in a ‘Were you there when…?’ We’ve all been to them, or we’ve been gutted we missed them. The result unlocks high-octane togetherness and shows our underwear in action.”
The digital-first paid media campaign will roll out in Europe and Asian markets across TikTok, Instagram and YouTube from 27 February.
Triumph Group Sloggi global head of marketing and consumer engagement, Nick Tacchi, added: “We’ve all had a tough few years, and it felt important to us to showcase the energy, diversity, and inclusivity of our consumers in the context of something they crave the most – being together. Our collections this year are designed to ensure nothing holds you back from enjoying the comfort of being together and we’re excited to share that message with the world.”
