| Title | GRANNY GOT PANTS |
| Brand | SLOGGI |
| Product/Service | SLOGGI '79 |
| Category |
A01. Glass |
|
Entrant
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MULLENLOWE LONDON, UNITED KINGDOM
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Idea Creation
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MULLENLOWE LONDON, UNITED KINGDOM
|
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PR
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FRANK PR London, UNITED KINGDOM
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Production
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ODELAY FILMS London, UNITED KINGDOM
|
Credits
| Jose-Miguel Sokoloff |
Mullenlowe Group |
Chief Creative Officer |
| Mark Elwood |
Mullenlowe London |
Executive Creative Director |
| Katrina Encanto |
MullenLowe London |
Creative Director |
| Edgar Galang |
MullenLowe London |
Creative Director |
| Victoria Ellis |
MullenLowe London |
Business Director |
| Lee Allen |
MullenLowe London |
Account Director |
| Emma Batho |
MullenLowe London |
Strategy Director |
| Anna Connolly |
MullenLowe London |
Account Executive |
| Daniel Flint |
MullenLowe London |
Designer |
| Nina Griffiths |
MullenLowe London |
Creative |
| Anna Jenkins |
MullenLowe London |
Strategist |
| Augusta Lindquist |
Mullenlowe London |
Designer |
| Alex Pemberton |
MullenLowe London |
Agency Producer |
| Charlotte Robins |
MullenLowe London |
Creative |
Background
For 40 years, sloggi has stood for comfort, dating back to the launch of its first product, the Maxi – full coverage pants aka the “granny pants.” More recently, however, lingerie brands have dominated the category perpetuating the idea that youth, lots of skin, and small, were the only qualities of sexy.
Our audience, however, are united by a Don’t-Give-A-Fuck attitude. She rejects ‘rules’ around the ideal body shape. She questions wearing sexy “man-pleasing” underwear over comfortable underwear for herself. She embraces bigger pants.
For the relaunch of sloggi’s Maxi, instead of avoiding our “granny pants” reputation, we embraced it. This led to a remake of Baby Got Back featuring an actual granny to propel sloggi into a new era. This was a message from women to women, about not caring what people think, and feeling as good as you possibly can in your underwear.
Describe the cultural / social / political climate in your region and the significance of your campaign within this context
Instead of yielding to the idea that only young, tall, and slim women should be featured in underwear ads; instead of giving in to the notion that success in the category is proportional to the amount of skin exposed; instead of conforming to the male gaze; we dared to do the exact opposite. We championed comfort regardless of age and size, and let women celebrate themselves. Nobody has featured a “granny” as the face of their underwear brand before, much less a rapping, dancing one. We’re glad it’s starting to become the norm.
Describe the creative idea
Our idea was when it comes to big pants, granny knows best.
For the relaunch of the famous Maxi, instead of avoiding our reputation, we chose to embrace our granny roots. We launched a remake of Sir Mix-A-Lot’s Baby Got Back, featuring Granny and her posse in the new Maxi. In our version, instead of celebrating big butts, Granny champions big comfort. It became a new anthem that empowered a generation of women to do and wear whatever makes them feel good and not give a fuck what other people think.
Describe the strategy
Embrace our “granny pants” reputation; make sloggi’s newly designed maxi pant and the brand, cool and relevant again.
Describe the execution
The campaign launched on the 26th August at the Notting Hill Carnival in London, where we introduced our Granny. A crowd of thousands cheering her on turned to millions in the media, as coverage from this event was picked up by national TV, Press and Online. These features built hype before the official launch of our music video on the 10th September.
Describe the results / impact
- 230 million campaign reach
- The video achieved 2000+ hours of viewing time in the first month, smashing the average of 16 hours for a campaign on YouTube
- Organic press coverage including The Guardian, Mail Online, Evening Standard (front page), Daily Express, Daily Star, Stylist, The Sun, and City Am.
Featured on Sky News, Good Morning Britain, ITV News London, whilst also teaching Ruth and Eamon how to dance live on This Morning.
- The campaign achieved 8 million organic views in the first two months
- The release saw a 3150% increase in traffic to social channels in the first four days of the campaign live date
- sloggi achieved an all-time sales record following the campaign