Voima makes the underpants of two Zurich advertisers known

With the help of an attention-grabbing poster campaign, the Adliswil-based agency Voima launched what it called "the world's most comfortable underpants" at the beginning of November. The campaign, parts of which are still running, is aimed not only at men but also at women; apparently 60 percent of all women buy the underwear for their spouse, fiancé, boyfriend, brother, lover or milkman.

Posters as the backbone of the national campaign

At hundreds of classic billboard locations and on digital out-of-home screens - supported by Facebook and Instagram (#johnkissrocks) - John Kiss is presenting itself in a decidedly masculine way at the launch, but at the same time always with a wink. Thus, the new brand is clearly positioned as a "men's brand" at the launch with loud headlines such as "Not for Pussies" or "Got Balls?". At the same time, around two dozen lines such as "Rest in Peace" or "Black is the new Green" communicate various product benefits such as the extreme comfort and sustainable production approach of John Kiss textiles.

Two advertisers make underpants

The idea for John Kiss came to the two Zurich advertisers Tamás Kiss and John Leuppi during an agency afternoon. The brand name was born within seconds, and shortly afterwards an AD was brought in to create the logo - the fig leaf, the very first pair of underpants in human history. And after the two first looked at manufacturers halfway around the world, John Kiss underwear is now made in Germany by a traditional textile company in the Swabian Alb region - and all by hand.

The individual items - currently boxer briefs and briefs, optionally available in black or black, with the range to be expanded in the near future - are made of MicroModal from the Austrian company Lenzing. MicroModal is made from domestic beech wood and, according to the company, offers a whole range of advantages: This material is not only extremely skin-friendly, but also very easy to care for. Further it captivates by a "pleasantly silky grasp". Above all, however, its production requires twenty times less water than cotton - but at the same time it is able to absorb up to fifty times more moisture.

In line with the sustainable orientation, the packaging also consists of recycled and recyclable plastic as well as recyclable shipping cartons.

The world is not enough

John and Kiss have big plans for John Kiss: In addition to the webshop Johnkiss.com, they are currently building up distribution with selected retailers and online stores in all corners of Switzerland. At the same time, however, contacts are already in place to tackle distribution in a number of key markets around the world.