Post-pandemic, Sloggi set out on an ambitious repositioning.

They were ready to ditch their “comfy pants” reputation and win over a new audience,

with a fresh product line and a bold new brand identity. It was a challenging brief.
 

How do you evolve from a dated image
and champion the brand’s core value of “togetherness” after months of isolation?

You throw a 12-hour house party in Barcelona and film every second of it.

Our feet ached, the music was deafening, and we’ve never felt older
but the results were worth every bruised ego.

House Party leant into relevance and inclusivity
while still communicating that their product supports freedom of movement
and confidence in a social context.
As a campaign it was a category disrupting product launch
It resonated with a new audience and paved the way
for an exciting new journey for the brand.