Sloggi eyes global market ahead of major relaunch campaign

Underwear and lingerie firm Sloggi, part of the Triumph Group, has appointed a new marketing and communications agency as part of its efforts to go global with its relaunch.

Sloggi announced its new partnership with MullenLowe Group who will act as its integrated global agency.

MullenLowe will be responsible for advertising, media and digital strategies from its London office with support in Germany, France, Hong Kong and Japan.

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Sloggi will be granted with a fully integrated team comprising of staff from MullenLowe, MullenLowe Open, MullenLowe MediaHub and MullenLowe Profero.

The launch of Sloggi’s new bra rang later this year will be the firm’s first task.

The underwear brand’s marketing has been relatively quiet for around a decade. It formerly hired Olympic sprinter Linford Chrstie to be its brand ambassador.

Tom Jacobs, head of marketing strategy at Sloggi, told campaign that the brand’s aim is to elevate it to the world’s most revered everyday comfort brand.

He said: “[MullenLowe] clearly had a deep understanding of our target consumer and how our brand can become more meaningful to her.

“Strategically, they were able to bring cohesiveness to seemingly diverse elements of the communications programme. We look forward to a great partnership.”

Image: Sloggi Facebook page

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