Knicker drawers needed a hero; somebody to challenge the prescriptive ideas we’ve been fed about what female underwear should look like. Enter Granny.

In this remake of Sir Mix A Lot’s Baby Got Back, a dancing, rapping Granny makes the case for comfort, as she waves the flag for giant, granny pants. Lyrics like ‘I like big pants and I cannot lie’ and ’my comfy ass don’t want teeny weeny quarter-butt bikinis’ form an anthem that invites the world to join ‘team granny pants’; to not give a f*ck what people think, and finally embrace the comfort they’ve been shunning.

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.

However, greatly boosted by brands like Victoria’s Secret, skimpier styles such as thongs and g-strings increased in popularity around the late 90s. These became associated with sexiness, while full coverage versions felt unattractive, prudish and uncool for anyone under the age of 60 to wear.

Upon tapping into social conversation, it was no surprise to find that sloggi had a bit of a reputation as granny pants.

For the Maxi relaunch, where our primary objective was to make sloggi relevant to a new generation of women (aged 25-35), we needed to flip this narrative, which meant embracing our reputation in order to cement our positioning as the world’s most comfortable underwear.

As a brand with a product that had a reputation of being outdated, we needed to capture the attention of a new generation to make our ‘granny’ brand feel relevant to them. We took Sir Mix A Lot’s classic hit Baby Got Back (‘I like big butts and I cannot lie’), and recreated it, repurposing the lyrics to celebrate big pants, rather than big butts. The music video starred a Granny, our unlikely front woman and brand ambassador, proudly decked out in sloggi’s new Maxi pants. The track became a new anthem that empowered a generation of women to reject the status quo of the knicker draw, and do whatever the f*ck makes them feel great.