CALL IT LIKE YOU SEE IT

A Canadian underwear manufacturer has decided to throw all pretense aside and give its product a can’t-miss name. Believe it or not “dik undergarments Inc.” launched today, offering boxers, briefs and T-shirts, with V-necks and thongs “coming soon.” (Can’t wait.) Pictures at the dikwear.com (Heeeee) Web site (Yes, really) show a chiseled model proudly (?) wearing the branded bloomers. “The signature of dik is the elastic band on the underwear. Available in both a white band with black lettering or a black band with white lettering, the elastic will provide instant brand recognition when visible.” And we especially like the way they headlined their press release: “Step Aside CK, Ginch Gonch and Tommy Hilfiger, There's a New dik In Town.” Very subtle.

Comments

[Benjamin J. Bond]

I think it's actually going to make a little bang in the culture. Of course, only with proper campaign fundamentals.