Brand of the Day: MeUndies Uses Delivery, Porn and Football to Drive Brand Awareness

Unconventional or marketing 101?

Another day, another way to disrupt a market.

Enter MeUndies, the online underwear subscription service, which will now deliver underwear in just an hour if you live in certain areas of Los Angeles.

The brand has already used vending machines; partnered with the alcohol app Saucy to deliver a sleepover underwear and T-shirt pack; advertised on a porn site (still largely a marketing taboo); and sponsored a Dallas Cowboy after he'd gotten caught stealing underwear. So why not go for nearly instant gratification?

Yes, the underwear market has room for growth and change. But will MeUndies' tactics be make the brand stand out, or will they seem awfully familiar if you take away the technology gimmicks? 

Social Media Profile (as of 12/10/14)

Facebook Likes: 161,751

Twitter Followers: 89,000

Instagram Followers: 29,800

While it suits the brand, many of the posts on MeUndies' social profiles are sexually charged—borderline explicit—and we can't repost them here. 

Recent Advertising

Having already made headlines for some provocative moves, like advertising on porn site PaintBottle and endorsing Dallas Cowboys running back Joseph Randle following his underwear theft, the brand seems to be tapping into its millennial market in interesting ways. And it recently got lucky with Beyoncé's underwear-filled video, which it seems to have fun recreating. 

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