Granny Got Pants

Redefining Sloggi’s granny pants reputation for a new generation.

Role
Global Creative Directors

Agency
MullenLowe London

In the late 70s, Sloggi came out with their pioneering Maxi design, which is now more popularly known as the “granny pants.”

To celebrate Sloggi’s 40th, we decided to embrace this reputation and turn it into an unapologetic anthem for comfort.

Through a remake of Sir Mix-A-Lot’s Baby Got Back and an actual badass Granny, the brand became a champion of comfort to a new generation of women. By breaking every rule in the category, we gave Sloggi a voice that was bigger than all the other lingerie brands.

We teased the campaign during 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 the event was picked up by national TV, press and social media.

This turned Granny into an overnight local celebrity paving the way for the official launch of the music video.

The results were B-I-G not only in terms of awareness but also in sales, reaching record levels as weekly purchases increased by 300%.