thongs australia.
the task.
I penned an advertising feature article to help support the launch of Thongs Australia’s new branded business-to-business merchandise line. The secondary objective was to promote the ‘Australian-ness’ of the brand’s business-to-consumer lines to the Australian Made audience in the lead up to summer ‘21.
My role:
article author // project mgmt. // account mgmt. // content publisher
the challenge.
Promote an upcoming Aussie brand that’s in competition with a cheaper, overseas manufactured global brand Havaianas.
the solution.
Show the Aussie manufacturing story, highlight the high quality and durability of the product. Fix a problem only Aussies could understand. Offer them no more blow outs… no more bread ties…
unbreakable Aussie footwear, unbeatable Aussie comfort.
There’s no better feeling than hitting the coast in the Australian summer! Heading down to the beach on a 28-degree day, a towel over your shoulder and an esky full of cool drinks. Holding a beach bag full of snacks in one hand and a portable radio in the other with an announcer reading out the scores to the Boxing Day test… “team Australia hits it for si...”. but wait. No. Ouch.
”The feeling of stubbing your toe on the pavement; your thongs splitting in two. Not even a bread tie could fix that one. Then you feel your feet sizzling on pavement that’s hot enough to cook an egg. You still have 50 metres of hot coals sand to cross to get down to the water.
Thongs Australia was started in 2017 by three mates from Melbourne, Marc Lord, Scott Jungwirth and Andrew Kuypers with a clear vision between them - to improve the reliability and quality of the iconic Aussie thong; quite possibly one of Australia’s most cherished summer products.
Together they embarked on a journey to make footwear that is functional for the local market and stylish, but above all a product that helps prevent a scenario that every Aussie beach-goer has experienced before. The blow-out.
My role:
article author // script writer // creative direction // project mgmt. // brand supervision,
location scout // account mgmt. // shoot supervision // content publisher
read on.
“The inspiration behind our brand was to produce a better quality and more durable pair of thongs made in Melbourne to Australia’s high manufacturing standards, which would last the test of time and survive many summers,” Thongs Australia, Director, Scott Jungwirth said.
Our thongs are not only made with premium quality materials but have been rigorously tested by our product development team. Despite twisting, pulling and bending the product by hand in almost every direction you can imagine… we are yet to see them buckle.”
“We’re so confident in the durability of our locally made Thongs that we even offer a 12-month warranty on every pair of Thongs Australia footwear.”
read more.
follow the link below to read the full Thongs Australia advertorial feature article.
vegemite thongs
victoria bitter thongs
australian makers.
I first met marketing gurus Scott, Marc and Andrew from Thongs Australia while working at Australian Made when they had just started out.
We teamed up to feature their product on the front page of Australian Made’s 2019 Australia Day advertising lift out in The Age and The Sydney Morning Herald to help bring attention to their locally made essential item destine to take on Havaianas, the mass produced major player in the Aussie Thongs game. The groundswell of support helped clear out the Thongs Australia warehouse and they completely sold out of stock that summer.
Since then Thongs Australia has been a longtime supporter of the kangaroo logo. I teamed up with the guys again shortly after, to hear more about their story for an ‘Australian Makers’ video and help share their then new product development with the Australian Made audience.
In mid-2020 I wrote their incredible Aussie essential into the script and creative direction for the inaugural Australian Made Week to be modeled by Elyse Knowles on Wategos Beach, Byron Bay.
It’s been amazing to follow the growth of many great emerging Aussie brands like Thongs Australia and help bring attention to locally made innovations.