SAXX Underwear and Quality Meats Launch Raunchy New Campaign

SAXX Underwear just unveiled a new campaign that wants its viewers to treat their private parts with royalty. 

Following its "How A Gentleman Treats His Balls" platform launched in 2022, the premium underwear brand is making itself known in the U.S. market by making men reconsider their undies and prioritize comfort. 

A 30-second spot titled "First Class" starts with a man scooping nuts into a wine glass to be served to the "Gentlewoman" spokesperson who speaks to the audience. 

 

 

 

 

 

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A post shared by SAXX Underwear (@saxxunderwear)

"It's downright cruel to make your balls lie in economy underwear, swooshed between two hairy thighs and bouncing around in the turbulence when you can upgrade them to a roomy, cozy seat in first class," she tells the viewers, as she sits lavishly in a room surrounded by men in SAXX.

The spot ends with the Gentlewoman being served the hot nuts, as it heroes its signature "Ballpark Pouch" in its underwear. 

A Win for Premium Underwear

Made with agency Quality Meats, SAXX's latest campaign hopes to ignite a fire among men who know and believe they deserve better down there. 

SAXX VP of Brand Marketing Shawna Olsten emphasizes this often overlooked point:

"The goal is to make more guys – and those who love them – question their underwear habits, and realize that both they and their balls, deserve better."

And it seems the vague but witty metaphors for ball comfort are working.

According to the brand, its popularity has skyrocketed over the years, outpacing the growth of the premium underwear market three times since the pandemic

Notably, the company also sells 10 pairs of underwear every minute, with 93% customer repurchase intent. 

 

 

 

 

 

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A post shared by SAXX Underwear (@saxxunderwear)

Previously, the brand also launched a spot with the Gentlewoman for Valentine's Day, this time, spotlighting an Upside Down Hearts Pendant made out of 14 karat gold, resembling a pair of ballsacks.

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