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Published on .

Marketer: BVD, Fruit of the Loom, Bowling Green, Ky.

Effort: BVD Extreme Bowling Exhibition Team.

Agencies: Tom Doody & Associates, Chicago, for event marketing; Warwick Baker O'Neill, New York, for brand advertising.

Twist: BVD is taking its team of underwear-clad bowlers on the road for a series of marketing events, following the brand's relaunch this summer via new TV and print ads. A team of models dubbed the BVD Extreme Bowlers will strut their stuff at bowling alleys in Chicago this month, New York next month and in Los Angeles this fall.

Vital statistics: The integrated campaign uses the new theme "Fit for men" in various local events; also touted is the brand's new Web site (www.BVDapparel.com), which features games, video clips and a downloadable computer screen saver showing men in BVDs.

Kate Fitzgerald

Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.

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