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.

Widespread gusset anxiety revealed

Underwear gets mainstream exposure as Jeremy Paxman’s private email to Marks & Spencer is slipped to the press.

In interview, Paxman refuses to reveal if he wears boxers or briefs. We wait for comments from “sources close to the seat of power”.

Paxman complained to Sir Stuart Rose, M&S Chairman, that M&S men’s underwear doesn’t provide enough support.

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 6 – Cutting the cloth to fit

Bikinis, boxers, boxer briefs, boxer shorts, briefs, full cut boxers, g-strings, jock straps, long underwear, low-rise briefs, mid-rise briefs, string bikinis, tangas, thongs, trunks … and whatever else the underwear industry can throw at us.

Would you know the difference if one hit you in the face?

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 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.