Male Underwear: Marketing the male package 11 – Advertising and reality

Asdumark didn’t respond to emails about their underwear advertising claims in GQ Magazine: ‘award winning’ designer underwear and promoting male fertility or helping spermatogenesis.

So I wondered what GQ Magazine would say about these adverts?

Male Underwear: Marketing the male package 10 – Big claims, small response, and the consequence of ignoring a potential customer

Back in November I found an underwear advert from AsdruMark that I thought was making big claims without evidence.

Time for an update.

Now broadcasting icon Jeremy Paxman has complained about underwear, (inter)national awareness is up and it’s safe for men to come out of the top drawer.

Male Underwear: Marketing the male package 9 – Buying Mundo Unico online

Lots of pictures and info already. Now where can you buy or browse them online?

Male Underwear: Marketing the male package 8 – Marketing prejudice and perfection

Stories of stereotypical advertising, whether unintended bias or outright prejudice, are far from rare – whether it’s about TV, cinema, print or online campaigns.After looking at 30 online stores and 2 fashion shows, I wondered how Mundo Unico’s image comes over. This is, of course, not a scientific head, body or mannequin survey – but first impressions count when shopping: seeing is believing is buying, or not.

Male Underwear: Marketing the male package 5 – Showing off in public

If you can’t touch, look! Check out Mundo Unico at the Colombiamoda 2006 and 2007 shows.

Male Underwear: Marketing the male package 4 – Missing the awards

Still can’t find information on awards for Mundo Unico underwear. Hmmm? No idea what the significance of this is. But if they have won awards, like it said in the advert in Package 1 – Big claims, we should be told!

Male Underwear: Marketing the male package 3 – Lifting the nuggets

After much and inconvenient rooting around to find out the background to Mundo Unico underwear, at last I hit the gold seam: the story behind fashion and fertility with a social conscience.

Male Underwear: Marketing the male package 2 – Rooting for information

Looking for evidence to support retailer AsdruMark‘s
claim that Mundo Unico underwear’s “unique suspensor design promotes male fertility”, I started to investigate the brand marketing.

Piecing the brand’s identity and the products’ key statements together proved to be a stiffer challenge than I anticipated.

Male Underwear: Marketing the male package 1 – Big claims

The unique suspensor design promotes male fertility.

You’re joking?! Or…

Seven words start a hands-on exploration of men’s underwear.