Women Beg Men to Stop Wearing Underwear

Male consumers will soon have a big decision to make when it comes to their underwear, suggests RevolutionWear, Inc.

It has launched a new advertising campaign featuring beautiful Swedish models proclaiming “No Man Should Wear Underwear,” to introduce its flagship brand of underwear Frigo to the U.S. marketplace.

The campaign underscores the power women have over men when it comes to their undergarments and appearance.

RevolutionWear’s provocative new teaser campaign reverses the stereotype of male model “hunks” and uses seductive women instead, creating an element of mystery and a call-to-action to visit the company’s website.

No Man Should Wear Underwear
No Man Should Wear Underwear

The new Frigo campaign will come to life across a breadth of channels, including: outdoor advertising, events, digital promotions and retail merchandising in New York City, Los Angeles, and Miami and was executed by creative director Johan Pihl.

To coincide with the outdoor teaser campaign, RevolutionWear.com is giving away more than 1,000 pairs in online sweepstakes.

“We know men get instantly hooked after experiencing the comfort and innovation of Frigo,” according to Mathias Ingvarsson, CEO of RevolutionWear Inc.,”Giving away Frigo is the best way to let them test drive the product. Men get hooked after trying the product.”

Created by a European team of experts, The Frigo line incorporates high-end, high-tech design with active support into the silhouette of a boxer brief.

Frigo’s patented signature feature, the Frigo Zone, is an adjustable mesh pouch that provides ultimate support, coupled with the perfect fit, says the company.

To purchase a pair of Frigo or to learn more about the product, you can visit: www.revolutionwear.com or visit major luxury department stores beginning Nov. 1.

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Rakesh Raman