Leveraging its rights as an official partner of the Melbourne Storm, Australian underwear and personal care brand Tradie launched a campaign in May 2021 promoting its Body Spray and Body Wash product range with creative fronted by three of the NRL side’s biggest stars.
Josh Addo-Carr, Cameron Munster, and Christian Welch appear on screen in a series of comic television commercials in which they squeeze into a small bathtub, kick off a deodorant battle and whip up a soapy storm to showcase Tradie’s signature body wash and deodorant range.
Led by a set of 15-second spots which were posted on the brand’s own channels on 18 May and debuted across national television on 23 May, the campaign – created in harness with Aussie agency The Incubator – spans national television, digital and social platforms and reinforces the brand’s dual ‘fun’ and ‘quality’ positioning.
“We’re extremely proud to be sponsors of the Melbourne Storm, one of the most successful clubs in NRL history, and we’re sure they’ll be great ambassadors for our Tradie body range. Plus our products will help make all their victories smell even sweeter this season,” commented Tradie Founder Ben Goodfellow.
The Incubator Creative Director Kyran Docker added: “The boys were game for everything we threw at them during filming, and we’re excited to show how much fun these ads are.”
The campaign was conceived and executed for Tradie Brand Manager Simone Hyde by a team at creative agency The Incubator which included Account Director Jeremy Walsh, Creative Director Kyran Docker, Copywriters Sophie Hanlon and Sean Brisbane, with Production Company Truce Films, Director Nicholas Clifford, Executive Producer Elise Trenorden, DOP Joel Betts and Offline Post Luke Dickinson.
Grade and online work was handled by Retrobox and sound by Windmill Audio.
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It was in March 2021 that the family-owned Australian underwear and personal care company Tradie (founded in 2010 as an underwear company and subsequently expanded to offer workwear, footwear, babywear, tools and now beauty and personal care products) signed on as an official Melbourne Storm partner and the brand’s logo appeared on the team’s outerwear from the start of the 2021 NRL season.
The two-year partnership with the reigning champions saw Tradie become the club’s Official Underwear, Deodorant and Bodywash Partner: the first cross-c ategory partnership of its type for Tradie with an NRL team. The deal saw the Tradie logo appear on the lower back of Storm’s jerseys, while the deal sees the club and company team up to promote the sponsor’s underwear, deodorant and bodywash ranges.
“This partnership is a great fit for both Tradie and Storm,” said Storm CEO Justin Rodksi when the deal was first announced along with a 20% Tradie discount for all Storm members/season ticket holders. “We are thrilled to welcome a proud Australian and Melbourne-born brand like TRADIE to the Storm family. In keeping up with the TRADIE philosophy, Storm members and fans can expect to see a number of fun initiatives as part of this exciting partnership over the next two years.”
“The idea we had when Tradie was created was to put some personality, humour and function into the underwear market and now we’re proud to be launching our TRADIE deodorant and bodywash with the help of the Storm” said Tradie Founder Goodfellow said at the time the partnership was penned. “From the very beginning we’ve loved to push the boundaries and have a crack. We see the brands extension into the beauty category as something worth having a crack at. We’re planning to have plenty of fun with our partnership with the Melbourne Storm, do things a little bit differently, as well as providing our backing to the best club in the NRL.”
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