• by Fern Siegel , April 3, 2024

Underwear may be a personal subject.

But the chance to trade uncomfortable underwear for a free new pair may be the tipping point.

The out-of-home campaign by Planet Propaganda is one day only: April 6.

Duluth Trading is inviting customers, men and women, to lug in their old undies and trade them up for a free pair of their Buck Naked underwear. The first 300 people to come to the 66 Duluth Trading Co. stores nationwide are eligible for the promotion.

The promo for the Trade-Up takes a humorous approach to the swap. 

Planet Propaganda is the Duluth Trading Co.'s longtime AOR. However, this is one of their more revealing campaigns to date.

Customers are encouraged to hand in a pair of old underwear — including the pair they are currently wearing — and get a free pair of Buck Naked undies in return.

The goal of the campaign is not only to get people in stores but to gain visibility and brand awareness for Duluth Trading and its Buck Naked line.

Kurt Lenard, group creative director at Planet Propaganda, told Agency Daily: "'You want to do what?' is the reaction most clients and partners should have. But instead, Duluth and our production partner, Banner, were all in. With the help of our improv host Jake Prizant, what could have been an awkward event turned into people waiting in line to trade-up their underwear. It was a dirty job, but an important one.”