Jockey

Jockey came to ITI with high recall in the South African market but a need for clearer positioning across both its technical USPs and its fashion credibility. It needed to reclaim authority and refresh its relevance for a new generation.

Asked for two campaigns, the team saw an opportunity to combine them into one integrated approach. Built on the insight that your underwear choice should be easy and make you feel comfortable and confident, the creative centred on the idea of feels like Jockey. The concept could carry USPs and outlast a single season, allowing more consistent communication and more efficient rollout across digital and in-store.