We identified Soho magazine, Colombia’s Playboy, as the perfect title for our innovation. With the second highest readership in the country, its racy, clothing free approach to life also attracted a strong female audience who account for 30% of the readership.We would create an interactive ad, complete with scent and sample – a first for the magazine – that would appeal to both men and women. Our message featured a playful female holding her underwear and asked “What do Maria’s panties smell like?”. Those who lifted up the sticker got a whiff of Blancox Underwear and on the back of the ad we provided a small sample.It was the first time a women’s product had been advertised in a men’s magazine.

Our ad generated massive word of mouth and enabled Colombians to talk about their underwear washing issue.Blancox Underwear sold out in major retailers and sales of the entire Blancox range rose 51%.

Brand owner Brinsa has been able negotiate improved terms for the entire Blancox portfolio.