Do You Need to Change Your Underwear?

If Jockey has its way, those of us with ill-fitting underpants will see the error of our ways and make the switch to form-fitting skivvies (Now I realize that, technically, underwear does not fall into the CPG category, but it—when you’re talking about the functional Jockey brand–is such a low-interest product that it deserves to be included). That is why they created the site Stop Squirming. Here is an article from Brandweek about the effort.

I am a Jockey consumer and I have to say that some of the fine products that I purchased from them fit like a glove (so to speak) while others fit more like a mitten (keeping with the metaphor). But perhaps they have improved their body molding technology recently. In any case, Jockey has decided to increase the percentage of their online media spend from 6% to 20%. Which to me seems like a very nice fit for 2007.