SAXX Underwear recently launched the new VaSAXXtomy Gift Registry to celebrate men who are getting a vasectomy. The new marketing initiative was launched in response to a recent survey that stated a 30% increase in vasectomies during the first week of March Madness as "thousands of men strategically plan their recovery to match up with a weekend of non-stop action on the court."
SAXX Underwear was the perfect brand to offer a vasectomy-based registry as it's common for urologists to recommend SAXX post-vasectomy because of the underwear's patented BallPark PouchTM -- a hammock-shaped compartment built into every pair of underwear that's designed to prevent friction below the belt.
"We're obsessed with providing men with the most comfortable underwear for their manhood, and comfort is as important as ever while recovering from a vasectomy," said Wendy Bennison, Chief Executive Officer, SAXX. "As a challenger brand, we're always looking for disruptive ways to insert SAXX into cultural conversations, so the fact that March is one of the most popular times of year to get a vasectomy presented us with the perfect moment to launch the VaSAXXtomy Registry."
A VaSAXXtomy Registry allows friends and family to provide the person who is soon to be snipped with SAXX underwear, sweatpants, t-shirts, hoodies and other loungewear so they can recover in comfort. The registry will remain open indefinitely for future vasectomy recipients to utilize.
Boxer-Branded Vasectomy Registries
SAXX Underwear Creates VaSAXXtomy Gift Registry
Trend Themes
1. Comfort-driven Recovery - The trend of using comfort as a selling point for post-surgery recovery products, such as SAXX's use of its patented BallPark PouchTM to promote vasectomy recovery comfort.
2. Procedure-specific Registries - The trend of creating gift registries specific to certain medical procedures, such as SAXX's VaSAXXtomy Registry for those getting a vasectomy.
3. Cultural-timing Marketing - The trend of brands capitalizing on cultural events and timing to launch products and marketing campaigns, as SAXX did by launching their VaSAXXtomy Registry during March Madness and the 30% increase in vasectomies during this time.
Industry Implications
1. Men's Underwear - The men's underwear industry has an opportunity to create post-surgery recovery products with comfort features and market them towards those getting procedures like a vasectomy.
2. Medical Gift Registries - The medical industry has an opportunity to create gift registries specific to certain procedures, such as SAXX's VaSAXXtomy Registry, to help people prepare for their recovery in advance.
3. Event Marketing - The marketing industry has an opportunity to help brands capitalize on cultural events and timing to launch products and campaigns that align with the interests and behaviors of their target audience.