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Björn Borg Underwear - Peace on earth
- Fight war with dirty underwear!
How to turn a promotion campaign into a global mission!
- Björn Borg Underwear is from Sweden. And you know what? Swedes are a bit naive. At Farfar, we took this blue-eyed attitude and turned it into great marketing. Peace on Earth was a mission in its purest form, exporting one of Sweden's finest traits: staying out of war (the last battlecry uttered by a Swede died in 1814). The plan was simple: Collect people's wornout underwear and send them to the warmonger of your choice. Here is a film that explains it: