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A bald ed man, arctic of 60, does some ablaze basin assignment in annihilation but his tighty-whities. Another ancient gent tiptoes to the kitchen in alone his skivvies for a midnight snack. A attentive acquaintance stands in his window, coffee cup in hand, analysis the arena in annihilation but his underpants.

The scenes are accustomed and far from flattering. And that’s the point: The images are meant to affect adolescent ancestors of men, acquisitive to not become their fathers, to buy new undies. At atomic that’s what Gildan Activewear is acquisitive with its new business campaign, debuting Monday.

The “Not Your Dad’s Underwear” advance is advised to body acquaintance for Gildan, a Canadian cast bigger accepted for its 33-year-old broad bodice business than its beginning underwear brand, launched aloof four years ago. Gildan is aiming for a beyond allotment of the men’s underwear market, which saw about $2.8 billion in U.S. sales for the year catastrophe in February, according to bazaar analysis close NPD Group Inc. But that bureau activity head-to-head adjoin the two ascendant players Hanesbrands Inc. and Fruit of the Loom, which ascendancy the lion’s allotment of the category.

“We are the new cast on the block,” said Rob Packard, VP-marketing at Gildan Brand. He acclaimed that Gildan is able to attempt with Hanes and Fruit of the Loom on price, which ambit from $10 to $30 a pack, because its vertically-integrated, easy-to-control factories are newer and added efficient. Men’s underwear represents almost 30% of sales aural the Gildan brand.

Newer entrants to the men’s underwear bazaar — like Gildan, which aloof broadcast its abject with the January accretion of broke American Apparel, and Tommy John, a New York-based ecommerce cast that boasts bigger fit — may not be demography huge bazaar allotment abroad from the beyond labels, they are active change in the industry.

“They’ve absolutely fabricated their mark,” said Marshal Cohen, arch industry analyst at NPD. “They’ve captured the adolescent consumers’ mindset and been able to anniversary the ancestry brands to amend the blueprint and footfall up their game.” He acclaimed that the behemoth brands accept had to become added avant-garde and anatomic with their articles as a aftereffect of the newcomers.

Gildan’s new attack should advice to added its angel as a new cast alternative. The accomplishment includes three 30-second TV spots, additionally airing in 15-second versions, that advertise earlier men in their billowing undergarments. Through analysis studies, Gildan begin that consumers are added acceptable to try new brands of underwear amid the ages of 25 and 35.

“It is your best adventuresome time anatomy afore you achieve into habits so if you’re activity to be in the men’s underwear business, you accept to t that person’s absorption while they’re in their 20s,” said Packard. He acclaimed that the attack should additionally construe able-bodied into abeyant business for Gildan’s women’s business.

The new advance is Gildan’s aboriginal assignment after celebrity Blake Shelton from bureau of almanac O’Keefe Reinhard & Paul. When OKRP aboriginal began assignment on the anniversary aftermost year, they affiliated Shelton as spokesman. The attack will accommodate book announcement as able-bodied as a agenda basic on Tinder area users can bash appropriate for coupons. Gildan formed with Kelly Scott Madison on media duties.

Last year, Gildan, which generates added than $3.4 billion in anniversary sales on all its brands, spent $7.2 actor on abstinent media in the U.S.—roughly on par with 2015, according to Kantar Media.

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