Budgy Smuggler


Budgy Smuggler is Australian for ‘swimwear’. 

From humble beginnings in a walk-in robe of a Manly apartment in the early 2000s, the brand has become an internationally recognised success story thanks to its cheeky, unique designs, elite manufacturing and celebration of ‘ordinary rigs’. All its swimwear is 100% made in Australia.

Budgy Smuggler approached Pure Public Relations with the goal of enhancing brand recognition and supporting the launch of its newest product range. As Australia faced a second wet summer, the campaign aimed to position Budgy Smuggler as the swimwear brand of choice for Australian men and women – regardless of the weather.

To achieve this, Pure Public Relations focused on two central tactics: corporate storytelling and product PR. As a modern brand with a distinctive personality, Pure Public Relations used Budy Smuggler’s unique origin story and tone of voice to draw media attention. This was achieved through bylined articles, op-eds, and interviews with the brand’s owner and ‘Chief Smuggler’, Adam Linforth. 

Pure Public Relations helped the team at Budgy Smuggler to tap into their unique Australian success story and expertise on a wide range of topics to achieve coverage across the retail, fashion, and mainstream media sectors. This led to a wide range of topics being explored throughout the campaign period, including general business conditions, manufacturing in Australia, advice for start-ups, fashion, and more.

The campaign helped Budgy Smuggler achieve recognition in the Australian media as a quintessential Aussie success story. This in turn played a role in the success of its new range of products even at a time when fewer Australians were searching for swimwear due to the bad weather.

Throughout the campaign period, Budgy Smuggler achieved coverage in well-known publications across TV, digital, and print media. This included but was not limited to:

  • Sydney Morning Herald
  • The Age
  • Brisbane Times
  • WA Today
  • Australian Financial Review
  • Australian Financial Review – Life and Luxury
  • Smart Company
  • The Sunday Age
  • The Sun Herald
  • Canberra Times
  • Mamamia
  • Inside Retail – print and online
  • RagTrader
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