Sloggi is deeply associated with granny pants, the big, high-rise underwear considered uncool for anyone under 60. So how were we going to relaunch this style to a new generation of women?

We remade the hit 90s track ‘Baby Got Back’ and created a music video featuring Granny and her big pants posse, calling out the truth, which everyone is too embarrassed to admit – that granny pants are the most comfortable underwear one could ever wear. Instead of being ashamed of our reputation, we owned it, putting our product front and centre of our film.

Sloggi was born in 1979 when it hit the market with its revolutionary Maxi pants. The high-rise, full coverage briefs have been the brand’s best-selling basic cut for 40 years. Currently, loyal consumers of the sloggi Maxi are on average over 55.

For the Maxi’s relaunch in 2019, we wanted to show a new generation of women (aged 25-35) that sloggi is relevant to them. Our objectives were to celebrate sloggi’s heritage and further cement sloggi’s positioning as the world’s most comfortable underwear.

Our idea: When it comes to comfortable pants, Granny knows best.

If Sloggi were to be known as the world’s most comfortable underwear, it needed to be comfortable with its granny pants reputation. Because truth be told, granny pants are the most comfortable kind of underwear you could wear – everyone is just a little embarrassed to admit it.

Two insights led to our idea:

1. Sloggi Maxi pants have a reputation as granny pants

2. A healthier perception of beauty meant that granny pants were making a comeback amongst younger women

Instead of being ashamed of our reputation, our strategy was to embrace it. After all, sloggi became famous for comfortable underwear because of our Maxi cut (aka granny pants). 40 years since its launch, we thought it was time to pay tribute to the pants everyone secretly loves.

We took the hip-hop track ‘Baby Got Back’, rewrote the lyrics, and created a music video with Granny as front woman, backed up by her big pants posse. Decked out in our new Maxi pants (aka the granny pants), they big up the most comfortable pants out there.

The 90” film appears on Youtube, Facebook, and Instagram, and within media partnerships e.g. with Refinery 29.

Our campaign has talkability and salience built into it:

• By starting with insight from social conversation, we baked social into our idea

• By leveraging the much loved and famous track ‘Baby Got Back’, we made our communications salient, engaging, and shareable

• By including social influencers in our posse, we made our communications salient, engaging, and shareable