Laddie mag Maxim was just auctioned off at a fire-sale price to a private equity group, but its spirit lives on in a new Canadian underwear brand:
It's for men. Get it?
The corporate web site shamelessly calls Dik an "ingenious name," and adds that the product represents "the ultimate in sophistication."
As evidenced, naturally enough, by the name. I mean, they could have called it something stupid, like Nuts or Shaft or Ballboy.
The company evidently spent its entire marketing budget on moody black-and-white beefcake photography, leaving approximately 20 cents (Canadian) to split between name development and copywriting. A few examples of the latter:
- dik undergarments is taking an established product and turning it on it’s [sic] head.
- with clever advertising and a playful demeanor, dik perfectly blends ultra-modern with the new sexy. [As opposed to the old sexy, which was boring and serious.]
- make no mistake, dik Undergarments is a high-end men’s underwear line. [Thanks for setting us straight!]
And the slam-dunk tagline:
- go ahead, show a little dik!
Um ... wouldn't that be called a product-design failure?
Not that they expect anyone to read any of this: all the copy is set in lower-case reverse type (white on black).
And talk about upscale--get a load of that sophisticated, discerning Web 2.0 logo.
Via Short Takes.