Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
It’s National Underwear Day, a day that everyone observes except for Lenny Kravitz.
Although it seems like one of those made-up days that doesn’t exist outside of Twitter, it actually doesn’t have a brief history. Freshpair, an online retailer, established the day on August 5, 2003 as a way to “publicly shine light on unmentionables.”
Brands, besides Freshpair of course, are celebrating the day by balancing the fine line of being risqué while exercising restraint for the at-work audience.
Weirdly, the 30,000 tweets that Topsy measured with the hashtag #NationalUnderwearDay did not include any from brands like Jockey, Spanx, Calvin Klein and Under Armour all sat this one out. That doesn’t mean other companies didn’t seize on the hashtag party.
Here’s our picks for the weirdest brand tweets:
Happy #NationalUnderwearDay ☺️ pic.twitter.com/EuLCtqxZvs
— Vevo (@Vevo) August 5, 2015
Maytag keeps it tight, white and bright. #NationalUnderwearDay pic.twitter.com/BaCTv55UEX — The Maytag Man (@TheMaytagMan) August 5, 2015
Trying to write a cheeky tweet for #NationalUnderwearDay pic.twitter.com/Ghegb2lW9M
— Gain Laundry (@Gain) August 5, 2015
Ad position: web_incontent_pos1
Undies will always have a special place in our hearts and under our pants. Happy #NationalUnderwearDay. https://t.co/TCnW6xKwSh — Fruit of the Loom (@FruitOfTheLoom) August 5, 2015
People aren’t the only ones who appreciate a clean pair of undies this #NationalUnderwearDay. https://t.co/M1MTrPqqrJ
— Charmin (@Charmin) August 5, 2015
No pants, no problem. #NationalUnderwearDay pic.twitter.com/LBp7Uizp0v — Logitech (@Logitech) August 5, 2015
Usually we like to bare it all. But seeing as it’s #NationalUnderwearDay… pic.twitter.com/1rTuXfOjLf
— Trident Gum (@tridentgum) August 5, 2015
How about a #MegaWedgie to celebrate #NationalUnderwearDay? pic.twitter.com/vtwBS4pSi7
Ad rendering preventing in staging
Ad position: web_incontent_pos2
— Six Flags (@SixFlags) August 5, 2015
It’s like #NationalUnderwearDay was made for us! Let’s #SavetheUndies! Get a sample today! https://t.co/QXpqUmkPZA pic.twitter.com/yn2fj4SSkL
— U by Kotex (@ubykotex) August 5, 2015
More in Marketing
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer
For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.
‘AI is permeating everything we do’: How Guitar Center developed 2 AI tools this year
This summer, the company launched a chatbot called Rig Advisor to help customers find the right instruments and products.
Ad position: web_bfu