Sloggi
Standing out in the category by being an unapologetic voice for comfort.
Role
Senior Creatives/ Global Creative Directors
Agency
MullenLowe London
When we started working on Sloggi, the lingerie category could be divided into two: the ones selling sex and the ones who are hyper-virtuous about underwear. Sloggi was largely ignored as it was seen as purely functional especially with its focus on comfort. So we decided to do the unthinkable - have FUN. While doubling down on being the uncompromising comfortable choice. Through the years, we turned Sloggi into a lighthearted brand for those who were tired of being forced into a shape and wanted to live with zero fu*ks given.
We created work that questioned decades of pain through a colourful history of underwear, celebrated big granny pants, and championed the feeling of ultimate comfort.
Our work was recognised by the One Show, Gerety, and Creative Circle. But more importantly, it made this challenger brand a force in the category by having a strong point of view delivered with a cheeky smile.
