Zeeman hot brand

When I was a teenager I did not want to be seen in the yellow-blue stores of Zeeman. This store is probably associated with tight white underpants. That is now history!

Free boxer shorts

The banana Hammocs of Zeeman are definitely being exchanged for Bjorn Borg boxer shorts. Currently the yellow boxers are adorning the Dutch streets on billboards across the whole country. Without notice or explanation Zeeman currently gives away free boxers through its website (www.zeeman.com). The boxers are free, it will only cost you € 3.90 for postage. To be honest: the piece of yellow fabric is not pretty, but with the deployment of a good marketing strategy it became a real success.

Use of social media

The yellow-blue-boxer even has its own fanclub on Hyves (zeemanboxers.hyves.nl). Besides Hyves the company also presents itself on Twitter as an offensive to create more buzz.

Why they did it?

The marketing manager of Zeeman says the following about the campaign: “The idea behind the action is obviously to give a nod to the trend among especially young people for showing the flashy brand name on the waistband of underwear. We use the shorts in order to advertise our new website, but also to load our recently renewed brand dentity”. It is a beautiful piece of online marketing for the cheap image of Zeeman to generate extra attention. Is this the ultimate form of recession marketing? Will this lead to acceptance of the brand? Is it ugly enough to be found beautiful? Will the youth exchange their Bjorn Borg for a Zeeman?

Missed opportunity

I'm not very familiar with the strategy of Zeeman but I think they want to drive sales. There is no web shop attached to other products on the site. I believe this is a missed opportunity, they could have gotten much more out of this campaign if they also had a web shop.