Overlook 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 concentrate on linen comes because of a latest 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 might have some hesitation with regards 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 significant summer time marketing campaign to assist the launch of our linen assortment and to capitalize on this massive pattern,” defined Krissie Milan, chief advertising officer of Bonobos. “You’d be hard-pressed to search out an attire model that doesn’t function linen nowadays, particularly in menswear. As we had been constructing out our marketing campaign, we additionally aligned round deciding on expertise and companions which can be relatable and mirror the pursuits of our man. We all know the Bonobos man is a big fan of comedy and so they comply with and take heed to podcasts. The Basement Yard is among the high comedy podcasts in the present day and with that, there’s pure alignment between their viewers and our goal client.”
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 wished to handle the sensible methods of sporting linen, the completely different contexts by which our buyer might wish to put on it, however might not instantly really feel assured or snug in doing so. We launched The Linen Hotline to function completely different situations: journey, on a regular basis work and particular events, like weddings, and supply fashion steering and a little bit of training on why this material 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 approach for our buyer. The Basement Yard additionally has a robust following and broad attain. In partnering with Joe and Frank, we additionally know that our marketing campaign might 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 feel I’d be modeling,” mentioned Alvarez. “It’s been such a cool expertise and I’m so grateful, however I don’t suppose the group chat is ever going to let me stay this down.”
His cohost added: “I’ve all the time beloved Bonobos clothes, so attending to be part of this marketing campaign was actually cool. By no means would I’ve imagined being a mannequin, nevertheless it’s nice to know I’ve one thing to fall again on if comedy doesn’t work out.”
Milan mentioned the partnership might proceed sooner or later. “That is the primary time now we have 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.
