Jockey in Y-front revamp to aim at younger market

Jockey, inventor of the Y-front, is to reposition the classic

underpants as a sensual, sophisticated fashion item in a press and

cinema campaign targeting a young audience.



The brand's UK arm is to drop the creative approach developed by Grey

London for a campaign created by US agency Octopus. Press ads will break

in October.



The cinema advertising, a medium the brand has not previously used, will

run from early-2002. The work will aim to catch the attention of a

younger audience with a higher disposable income than its core customer,

aged between 45 and 50.



Grey London, which has worked on the account for 18 months, unveiled a

£1m press campaign at the end of last year featuring British lads

pulling their trousers down to reveal Jockey underwear. The laddish

image built on its sponsorship of Kingstonian Football Club.



Jockey UK brand manager Jeremy Garman said Grey remains its agency of

record and is currently working on giving the label a lifestyle edge.



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