YOU'RE A MALE CENTRIC RETAIL STORE AND NOW YOU WANT TO SELL, PANTIES?

It's not much of a stretch if you understand it.

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Over half the customers of Mark's at the time were female. Most were buying for their male counterparts. So when we were told that they would introduce women's clothing into a third of their footprint we just nodded and said, okay then.

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It was a successful move. Then, they said we're innovating a new panty. Who could blame them, Men's wear had innovated their underwear program to great success, so why not Women's wear. But selling jeans and t-shirts to women were one thing, you are now in the domain that challenges the likes of Victoria Secret.

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Research that sparked insight was our saviour. And our team did tons of research. My mind still boggles over what the they brought to the table. I really should not know this much about women's lingerie.

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What was of interest to my creative partner and I was the huge push back to sexy underwear being uncomfortable. Women wanted to feel sexy but hated their thogs. Our collective insight was, "Sexy is as much about how you feel as how you look.' With some persuasion to our client we adopted, 'Comfort is the new Sexy.'

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It worked like no campaign I had ever done. Shelves were emptied in days because we managed to talk to our audience in a way that said, we understand your problem.

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Great insight.