The Challenge

BONDS is absolutely ubiquitous in Australia, in fact, the average Aussie has 12 BONDS items in their wardrobe. But as BONDS looked to enter the US, it was an entirely different story. A saturated and dynamic underwear market where legacy brands and new disruptors fight for fame, attention and relevance.

We knew that our advantage was provenance, but whilst it can hold power for some brands in the category, there is no obvious link between Australia and undies. We needed to forge a link. 

The most successful brands in the category represent something to Americans. Whilst Americans love Australia, they don’t know the real Australia. It tends to conjure images of kangaroos or beer, so how can we connect our provenance to a feeling that Americans can covet and achieve through their underwear? 

The Big Ambition

We wanted to unlock the true essence of the brand that represents the Australian provenance of BONDS. We knew we had to marry this with a new accessible but aspirational cultural reference point for Americans that would get them to see - and feel - Australia in a new light.

The truth about the Australian spirit is that they take life a little less seriously. Champion saying it like it is, and making everyone comfortable.

And this is true of the soul of BONDS too. BONDS believes that life (and undies) shouldn’t be so serious. That it’s important to bring people down to earth, and make everyone comfortable in being themselves.

The Cultural Foundations

In a category dripping with self importance that:

1. Delivers ‘empowerment’ behind a veil of fakery.
2. Sells unrealistic aspirations.
3. Insists you be the object of desire.
4. That simply takes it all so seriously

BONDS can burst the bubble. Whilst no one will want to welcome an opinionated outsider - we will be true to ourselves as a brand.

Our Vibe: Unapologetically bringing a sense of fun and authenticity to the category - rather than trying to play in the established conventions. 

Our Voice: Using humour to get to the point or ease any rub - our brand of cheekiness, innuendo and ability to bring everyone in on the joke.

Our Difference: Showing up in a way that makes everyone feel like they belong - demonstrating that the ‘Aussie’ lifestyle we want people to buy into is one where you can be yourself - in a category that demands you live up to someone else. 

We would make BONDS the counterpoint of an image-obsessed category by being the vibe-obsessed category disruptor.