DTC - Underwear Trade Up

When your clients’ reaction is, “Wait. Are you serious?” You know you’re onto something big (and dirty). Duluth asked for an idea to help promote their Buck Naked Underwear. What we did was create a nationwide store event that had customers trade-in and trade-up their tired old underwear. Yep, all you had to do was bring your old skivvies into a Duluth Trading store and trade ‘em in for a free, brand spanking new pair. We launched with our Duluth Man on the street videos, we informed and educated on social and kept people in-the-know on the web.

The sweet smell of success was a dirty pair of underwear - to be more specific 16K pairs of dirty underwear. The trade-up event drove an up tick of in-store traffic by 50% over the same time as last year and we watched 16,000 pairs of used, dirty underwear get traded up in less than 3 hours. In addition, Duluth sold over 14,000 pairs of underwear that very same day. All the metrics from the stink to sweaty plus impressions, ad recall, engagement and awareness were overwhelmingly positive. Results were so sweet and pungent the “2nd and maybe last underwear trade-up” was planned almost immediately after with a 3rd the following year.