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Change Starts with your Underwear

PACT underwear launched this week with a campaign that demonstrates choosing wisely doesn’t have to accompany images of melting ice caps and flooding deserts.  In fact the message of humor may just be it’s ticket to success – that and a potentially irresistible fit and feel.

With an underwear expert on staff and Yves Behar on the team, mastermind of the Fuse Project a widely acclaimed  industrial design firm with products to its credit including One Laptop Per Child and the Jawbone headset,  PACT may have the product to back up its initial appeal.

A quick read of the web site reads like many start-ups – casual, fun, informative.  10% of each sales goes to non-profits.  And in a nod to the transparency indicative of the category, they tell you what they’ve figured out (just about everything) and what they haven’t (how to “recycle” the underwear when you’re done). They say there’s a video coming in September.  Watch for more revealing information on PACT underwear then.

image credit: PACT

Written by Kelli Peterson

Kelli Peterson is a brand and communications strategist with 20 years of professional experience in the corporate and non-profit world. Kelli is the founder of The Change Project, a collaborative consultancy focused on creating value and positive social impact through the power of brand. Kelli is a sometimes blogger, an avid world traveler and passionate about creating change.

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  1. They’re smart to forgo the expected environmental shots for photos of people enjoying themselves in, well, their underwear. It’s the mainstream consumer that is going to have the greatest impact on the environment, and more marketers need to appeal to them. No one likes fringes on their underwear, anyway. Thanks for the post.

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