In 1979, sloggi successfully launched the Maxi pants: the full coverage briefs that have made the brand synonymous with “granny pants”.

Truth be told, we all know that “granny pants” are the most comfortable underwear out there. So, for the Maxi relaunch in 2019, we decided to get truly comfortable and embrace this reputation.

When it comes to comfortable pants, Granny knows best.

To the tune of Sir Mix-A-Lot’s ‘Baby Got Back’, we created a music video with Granny as front woman and her big pants posse as backing dancers. All decked out in the new Maxi, they big up the most comfortable pants – sloggi granny pants.

To make the ‘Granny Got Pants’ ad famous, we hatched an ambitious plan to reverse engineer the already-filmed ad and make the lead granny, the star of the show. 

More than one million people attend Notting Hill Carnival every year and it’s the largest street festival in Europe, with 50,000 performers, 30 sound systems and hundreds of thousands of dancers storming the streets. 

We partnered with the Rampage Stage (the biggest stage at Notting Hill Carnival, with a crowd of more than 20,000) and planted our granny in the crowd, front-and-centre of the stage. There she was spotted by DJ Mike Anthony as she busted out the wildest dance moves in a pair of her favourite sloggi Maxis. 

To the cheers of crowds shouting Go Granny, Go Granny, Go Granny, masses of people pushed forward with their camera phones to film our granny, and upload her dance moves to their social channels. 

In the space of 24 hours, Rampage’s video alone had racked up more than 2 million views. Two weeks later, the film was launched and in less than two months reached 230 million, was viewed 8 million times with over 1.3 million engagements.