The hype around the Zeeman boxers

Have you seen the big Zeeman underwear billboards? Well, I have. After all, it is almost impossible to miss them. These new Zeeman boxers are a hype. So Björn Borg and Calvin Klein: move over! Zeeman boxers are the bomb! They are hot. They are sexy. If you don’t have one, you don’t count anymore. Wanna be cool? Buy a Zeeman boxer and wear it with pride. Or at least, that’s what is being said nowadays.

So what is so freaking hot about this Zeeman boxer? Because, let’s be honest: they are not really pretty (or maybe I have no fashion feeling whatsoever). I mean: They are YELLOW. Actually, this boxer is just wrong. But that’s the thing: it is totally wrong and that makes it cool. Still following me? The Zeeman boxer is an anti-fashion statement. It says something like: I don’t need an expensive Björn Borg to be cool, because my Zeeman boxer is way cooler and more importantly, much cheaper. And that people, is what we call hot.

The hype around the Zeeman boxer is so big that the company sold 8000 boxers within 4 days. In total, there are already about 40.000 boxers sold. They even had to stop the selling of the underpants for a while, because Zeeman couldn’t handle the demand for it (it is open again since a few days, so hurry to get one!). Talk about how a little marketing can help you to become a cool brand.

Zeeman’s marketing manager Jacques van der Bom probably got a salary increase, since he is the man who came up with this strong campaign. It is a wink to big companies who sell underwear for a high price. With the campaign for the Zeeman boxer, he wanted to show that good underwear doesn’t have to be expensive. The words for free always help. Try it: just say for free and people are listening. However there’s a snag to it: you have to pay €3,90 to deliver the boxer to your home. But still, we call it “for free”, because that just sounds way nicer. Besides that, you create a little buzz on Twitter and Hyves (Uber-cool Zeemanboxers hyve). Also a good trick of the campaign is that you can only buy the boxers online. In this way you are triggered to the renewed site of Zeeman where you can see all their products. And there you have it: the success story of Zeeman. What a boxer can do.