Fragi. Unique in their being common.

Industry - FASHION – men’s underwear

Fragi
GOAL
Repositioning
OUTPUT
Strategy and creativity, design, advertising, web, social media, influencer marketing
YEAR
2017

In the underwear market, full of unachievable models, how can an historic brand of men’s underwear, an icon of craftmanship and Made in Italy stand out?

From theory to practice

Shelf analysis

An explanatory style dominates: packs are transparent, and toppers show photos of the product.

Competitor Analysis

There’s only the product at the heart of the story.

Global Trend analysis

#stopbodyshaming

Target Analysis

The user: the man next door. 
The buyer: the wife, the girlfriend, the mother.

Insight

Wishing something simple, that reflects and respects normality.

Brand strategy

Personality: ordinary man. It’s a concrete brand, which simply wants to be in contact with its consumers. It’s friendly and useful. 

Positioning and promise

Fragi offers the man next door the truest exaltation of normality compared to other brands of men’s underwear.

Tone of voice

Complicit, warm, honest.

The virtue of being ordinary

Fragi believes in the perfection of simplicity and dedicates this to the man next door: an almost “legendary” being to whom aspire to. Fragi addresses this man, you, #CosìComeSei [the way you are]. The advertising campaign is its perfect celebration.

Be yourself, be legendary

Fragi is a concrete brand that wants to be in contact with its consumers. This closeness is conveyed through the packaging, by moving the attention from the body to the face. Faces are the real image of Fragi’s men, the unique great soul of the brand. It was a bet, a successful one, that allowed it to stand out from the crowd.

The perfection of simplicity

With a new e-commerce, we opened an important sales channel for the company. In parallel, on social networks we studied an influencer marketing strategy: mothers and families with children, who address a community perfectly in line with our brand’s positioning. A digital ecosystem built with the goal of increasing the sales of Fragi’s products.

The perfect Fragi Christmas

For Christmas we found the solution for all the women who hear their men say “I want no presents, I already have everything”. With our Christmas Limited Edition you’ll make no mistakes. No more presents that will end up abandoned in the drawer. With the Christmas kits, a funny video, on air on Facebook and Instagram, we stimulated an increase in brand awareness and recorded a coverage of over 100,000 people, over 2,300 visits to the website and over 220,000 impressions.

RESULTS

Everybody would like to feel like the man next door. This new way of thinking contributed in increasing awareness in the trade and allowed the brand to be once again an important player in the underwear sector. Here are the results:

1.134.439

Impressions on Fb

900.000

Pieces sold in 2019

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