SPORTS MARKETING / SWEEPSTAKES - Jockey International

Jockey was introducing a new mid-rise brief in Southern Wisconsin. The product was designed to appeal to occasional athletes as a primary target. We recommended and implemented a unique program with the Milwaukee Brewers that asked consumers to guess which Brewer we had recruited to wear Jockey...to guess “which Jock is wearing Jockey.” At each home game and at selected retailers, consumers could turn in their guess. Promoted via program ads, pass outs, scoreboard clues, and stadium and in-store signage, this simple and cost effective promotion had a huge impact. It resulted in increased awareness, sales, a positive image and perfect positioning for the product.