Sloggi for Men campaign briefs Hill Mayer Allen

Hill Mayer Allen has designed a suite of in-store promotional material for Sloggi for Men, which launches today as part of the brand’s bid to enhance the its profile in the UK.

The brand, which is owned by Triumph International, sells well in continental Europe but is deemed to be under performing in the UK, according to Hill Mayer Allen head of creative Nick Boocock.

Hill Mayer Allen has created a summer campaign featuring athlete Linford Christie. The project is worth £50 000 in design fees to the consultancy.

Boocock says, ‘It’s a simple, clean and clear look to convey the brand proposition of being a support garment for men. It has a sports feel, but it’s not just about sport. The close-fitting style has a general fashion appeal.’

Photographer Richard Butcher was commissioned to shoot the images.

The consultancy was appointed without a pitch in January.