You say “granny panties” like it’s a bad thing. Well, a new underwear brand is about to give you a wedgie and completely change your mind.
In this episode of Can They Brand That?®, watch Semiserious, a female-founded humor branding agency, tackle comfort lingerie marketing with the seriousness it demands (a lot, actually) and the humor it deserves (even more). We build a full brand strategy for high-wasted, full-butt, 100% cotton drawers: the body positivity angle, the anti-Victoria’s Secret positioning, brand naming, campaign concepts, and why granny panties might be the most honest thing in your drawer.
This live episode is for lingerie marketers, body positivity advocates, fashion brand strategists, and anyone who’s quietly switched, and heavens to Betsy (my grandma), it was fun.
By the end of the show, we were ready to burn the rest of our undies and start a Granny Panty empire for the modern-day woman (of any age!). We nearly took this idea all the way to the bank (along with the check for $5 your Nana wrote us for our bday). Hosted by: Allie LeFevere and Lyndsay Rush Sanders
Timestamps:
00:00 Intro, Show Rundown, Best Friend Banter, Discussing Whether Granny Panties Are Having a Cultural Moment or a Marketing Moment, and Today’s Branding Challenge: Can They Brand Granny Panties?
12:07 The Brainstorm Begins!
13:22 Building a Granny Panties Brand From Scratch: Discussing Target Audience and Brand Positioning, Ideating a Brand Identity, Brand Names, Taglines, Brand Voice, Messaging, Packaging Design, Visual Identity, Funny Campaigns, Stunts, Activations, Product Lines, and Marketing Strategies for comfort lingerie
33:32 Mascot O’ Clock [Funny Mascot Ideas]
41:01 Funded or Done-ded [Would this idea get funded? Should someone hire us to actually brand it?]
Key Branding Ideas from This Episode:
- Transforming something traditionally seen as unsexy or utilitarian into a cultural icon or aspirational product shifts consumer perceptions and creates new desirability.
- This approach challenges the assumption that certain product categories are inherently dull or embarrassing, opening space for brands to reimagine them as empowering or cool.
- Leveraging regional symbols, family traditions, and nostalgic imagery can craft a compelling narrative that distinguishes a product and fosters emotional connection.
- Authentic stories rooted in cultural or familial memories resonate deeply, making brands more memorable and relatable across diverse audiences.
- Crafting humor brands around exaggerated or absurd concepts amplifies visibility and invites cultural discourse.
- Counterintuitive or provocative humor cuts through noise, creating viral moments that embed the brand in social conversations and elevate memorability.
- Creating memorable, quirky mascots serves as a humanized face that amplifies brand personality and emotional appeal.
- Unusual mascots foster community, recognition, and fun, turning abstract concepts into tangible characters that consumers want to engage with and share.
Semiserious is a female-founded humor branding agency for CPG brands. Their sweet spot is working with founder-led or venture-backed DTC startups to build brands using comedy as a core strategy to help brands stand out in a crowded market. Their roster includes industry darlings like Clif Bar, Native, Blue Bunny, Waterboy, Pie, Argent, JOI, ABC Fine Wine & Spirits, Yogi Tea, Choice Organics, GEN Z, The University of Chicago, Alleyoop, Better Than Booze, Backwoods, Bad Rabbit, U Suck at Golf, Hobbyist, and the Dallas Cowboys, but they would never brag about it in their bio. This funny branding agency has offices in Chicago and Nashville, but works with clients globally.
Say hi or snoop around:
🔔 Subscribe for weekly branding brainstorms → https://www.youtube.com/@semiseriousagency
📺 Watch the full Can They Brand That? show series → https://bit.ly/can-they-brand-that-playlist
🌐 Work with Semiserious: https://semiseriousagency.com/
ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to bring some much-needed levity into the world where we can.
#UnderwearBranding #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing #lingeriemarketing #femmebrands
