JOCKEY WANTS EVERYONE TO "LET'EM KNOW YOU'RE JOCKEY"
By Adnews Staff
For the next three days, a select group of 20 individuals comprised of Montreal fire men, businessmen, business women, snowboarders, sports amateurs and students will be strolling along the platforms in Montreal's Metro subway in their underwear. The promotional event is designed to show that the crew is so comfortable in their Jockey underwear, they've forgotten to put on the other half of their outfit. The promotion is part Jockey International's new ad campaign, recently launched in Montreal and Quebec City. The campaign is an adaptation of the "Let'em know you're Jockey" campaign launched in the U.S. from Grey Advertising of New York. The Canadian adaptation of the campaign, by Tournesol Advertising of Montreal, will say "I live in Jockey" and focus on the comfort and style of Jockey underwear. Billboards and superboards as well as washroom posters through NewAd will run until February 2000, when the campaign will then extend to the rest of Canada. Jockey International Inc. is based in Kenosha, Wisconsin.