|Duluth Trading Buck Naked Underwear is Out There
By: Cindy Wendland
“Feels like wearing nothing at all. No stink, no pinch, nothing at all.” If that is appealing to you, then you may be interested in buying Buck Naked–brand underwear from Duluth Trading Company. The ads are illustrations with no real people and the humor is male humor targeted at tradesmen.
Duluth Trading has an interesting marketing strategy. They use phrases most marketers refrain from using, like "buck naked," "commando," and "no bull guarantee." They are not a sophisticated brand. They are a rough-and-tough, tell-it-like-it-is brand. They are also pushy with their social media. Their Facebook and Twitter buttons don’t take you to their site; instead, they are a "share link" or "tweet" option.
Duluth Trading recognizes that not everyone is going to like their ads and their sense of humor, but they do appeal to a certain group. Their clothes are tested by real people and are said to be tough and long-lasting. They don’t try to be all things to all people. They stand out, and they intend to.
The advertising agency that works for Duluth Trading must have some really good fun creating the ads. They get to use male humor, which is used on a much smaller scale these days. They get to do plays on words and they get to be masculine and not worry about offending people. They are consistent with their messaging. While not everyone may like their marketing, their customers do, and it is working.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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