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Björn Borg Underwear - Peace on earth

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Fight war with dirty underwear.
  • Fight war with dirty underwear!
    How to turn a promotion campaign into a global peace keeping mission!
  • Björn Borg Underwear is from Sweden. And you know what? Swedes are a bit naive. At Farfar, we took this blue-eyed attitude and turned it into great marketing. Peace on Earth was a mission in its purest form, exporting one of Sweden's finest traits: staying out of war (the last battlecry uttered by a Swede died in 1814). The plan was simple: Collect people's wornout underwear and send them to the warmonger of your choice.   Here is a film that explains it:
  • Outdoor, week 1
  • Outdoor. week 2
  • Mission statement
  • Advertising is usually full of empty promises, but I'm proud to say this marketing ploy actually delivered. Enjoy the first deliverance of dirty undies to George W Bush in 2007:
  • Spread print

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