Neglect the athletes or the film stars, Bonobos has opted for a comedy duo for its newest advert marketing campaign.
The menswear model has tapped Joe Santagato and Frank Alvarez, comedians and hosts of the Basement Yard podcast, for its new linen marketing campaign, launching on Monday.
The deal with linen comes on account of a current uptick in curiosity amongst Bonobos’ prospects in linen with the key phrase search taking the highest three spots on its web site. The model realizes that guys could have some hesitation in relation to shopping for linen, believing it’s scratchy and wrinkled. To fight these points, Bonobos leans on Santagato and Alvarez for a brand new Linen Hotline, which solutions these considerations.
“We had deliberate a serious summer time marketing campaign to assist the launch of our linen assortment and to capitalize on this large development,” defined Krissie Milan, chief advertising and marketing officer of Bonobos. “You’d be hard-pressed to search out an attire model that doesn’t function linen lately, particularly in menswear. As we have been constructing out our marketing campaign, we additionally aligned round choosing expertise and companions which are relatable and mirror the pursuits of our man. We all know the Bonobos man is a big fan of comedy and so they observe and hearken to podcasts. The Basement Yard is likely one of the high comedy podcasts as we speak and with that, there’s pure alignment between their viewers and our goal shopper.”
So it was a pure to show to the hosts to talk to its prospects.
The Baesement Yard co-hosts are touting the attributes of linen.
Courtesy of Bonobos
“Past simply fashion steering, our mission this summer time is to assist males reframe how they view linen,” Milan added. “We needed to handle the sensible methods of sporting linen, the completely different contexts by which our buyer could need to put on it, however could not instantly really feel assured or comfy in doing so. We launched The Linen Hotline to function completely different eventualities: journey, on a regular basis work and particular events, like weddings, and supply fashion steering and a little bit of training on why this cloth alternative is acceptable this season.”
She mentioned that leaning into the Basement Yard’s intrinsic humor “we’re capable of function our linen assortment and spotlight its advantages in a very relatable means for our buyer. The Basement Yard additionally has a robust following and large attain. In partnering with Joe and Frank, we additionally know that our marketing campaign may be additional amplified with their viewers, driving model consciousness.”
This marks the primary style marketing campaign for the podcast hosts.
“By no means in one million years did I believe I might be modeling,” mentioned Alvarez. “It’s been such a cool expertise and I’m so grateful, however I don’t assume the group chat is ever going to let me reside this down.”
His cohost added: “I’ve all the time cherished Bonobos clothes, so attending to be part of this marketing campaign was actually cool. By no means would I’ve imagined being a mannequin, but it surely’s nice to know I’ve one thing to fall again on if comedy doesn’t work out.”
Milan mentioned the partnership could proceed sooner or later. “That is the primary time we’ve partnered with Joe and Frank. We hope to proceed working with them sooner or later in one other capability,” she mentioned.
Bonobos has been owned by WHP World and Specific since 2023 when it was bought from Walmart for $75 million.
