Mey GmbH & Co. KG is one of Europe’s leading brands for high-quality women’s and men’s underwear, lingerie, nightwear, and loungewear. As a family-owned business since 1928, Mey emphasizes top quality, innovation, and sustainability throughout the production process.
Many consumers still perceive Mey as traditional and classic. To convey the brand’s broader appeal and increase brand awareness, the company launched a TV campaign in March 2022. The media strategy was international, targeting Germany, the Netherlands, Austria, and Switzerland.
The campaign, titled “Welcome to the good life – seriously sexy underwear,” features various protagonists of all ages dancing to a reinterpretation of the famous song “I’m Too Sexy.” The TV campaign was extended online and offline through a 360-degree campaign. For Mey, this advertising initiative represented one of the largest marketing investments in the company’s history.
An overview of our collaboration
- The strategic focus was clearly on placing ads on high-reach TV channels with strong quality standards and trustworthy environments.
- In Germany, the 15-second spot aired during the early evening programming on public television.
- We handled not only the media planning, media buying, and execution for the German market but also for Austria, Switzerland, and the Netherlands.