Everyday Iconic
The new iconic isn’t untouchable.
Reframed comfort as cultural confidence. Turning ordinary moments into cultural signals, positioning Sloggi as a brand that celebrates confidence in the everyday.
Challenge
Sloggi was widely worn but rarely talked about. While deeply embedded in people’s everyday lives, the brand lacked visibility in culture, with comfort taken for granted and the everyday overlooked as something worth celebrating or sharing.
Strategic Approach
We translated “Everyday Iconic” into a 360° cultural platform — activating real-life moments across channels and empowering creators and retail partners to turn everyday situations into expressions of confidence.
Results
Turned ordinary moments into cultural signals, positioning sloggi as a brand that celebrates confidence in the everyday.
Earned media growth
+85%
Digital relevance uplift
53% → 84%
