The World Cup-centred concept saw the development of a limited edition product range for men and women that captured the essence and camaraderie of the sport — while infusing a distinctive South African flavour into the messaging and concept, say Jockey®.

Unfolding after the first week in August and throughout September, the 'Take One for the Team' campaign:
  • garnered approximately 8 219 views on the dedicated landing page
  • generated over 16 000 social media leads, and 
  • received over 800 competition entries.

Successfully rolled out on a limited budget, the campaign resonated with rugby enthusiasts across South Africa and exceeded all expectations by reaching over 5 646 052 loyal customers countrywide, says the brand.

Jockey® adds that by strategically tapping into the nationwide rugby fever, it positioned its brand at the forefront of a global trend. 

According to Sharlene David, brand manager at Jockey® South Africa, the campaign took inspiration from the nation's collective hope of securing a back-to-back and fourth title, while offering other competing countries' fans the chance to also express their support for their favourite teams, both on and off the field.

"We were thrilled to have received feedback from our international Jockey Head Office team that our South African campaign was one of the most creative and inspiring campaigns to have been rolled out in comparison to any other region's 2023 World Cup campaigns," adds David. 

"In fact, the demand was so high by South Africans to 'take one for the team' that we had to manufacture a second run of this limited edition range within the first week of September," says David.

At the heart of the campaign was a billboard showcasing a line-up of men on a rugby field proudly sporting team-inspired Jockey® trunks, while paying homage to the spirit of the World Cup.

The phrase 'Take One for the Team' served as a call to action, inviting consumers to purchase limited edition trunks or bra tops in their favourite team's flag and country's colours before Saturday, 30 September for a chance to win a World Cup screening experience valued at R50 000 — not only for themselves but 20 friends as well, says the brand.

David concludes, "We are absolutely thrilled with this campaign's success, which transcended just promoting quality products to our consumers but managed to strike an emotional chord. We remain committed to delivering campaigns and product innovation that is inspired by our customers' needs and wants while never straying from our promise of producing quality garments."

For more information, visit www.jockey.co.za. You can also follow Jockey on Facebook or on Instagram.