During autumn 2006 JBS launches a new groundbreaking viral film on the Internet. In the film, which stem from the JBS campaign “Men don’t want to look at naked men” the traditional sexes roles are turned upside down, and a young woman, only wearing a white pair of men’s trunks, behave like a “real man”…
In a few months the JBS-commercial is seen by no less than 11,000,000 people and almost reaches cult status.
In 2006, JBS is nominated as one of 330 Danish B2C (Business-to-consumer) SUPERBRANDS by the International Brand Counsil. In Denmark, the Council decided, after analysing 2,100 consumer responses, which brands, among the many thousands of B2C brands on the Danish market, would receive the classification B2C Superbrand 2006.
The definition of a B2C Superbrand is as follows: A SUPERBRAND offers considerable emotional and/or rational advantages compared to competing products, which consumers, consciously or unconsciously, recognise and are willing to pay extra for.
To coincide with the nominations, the book: Superbrands B2C 2006 is published, in which the newly appointed SUPERBRANDS appear with a presentation of each brand.
In 2008, JBS was yet again selected as SUPERBRAND.
JBS expands even further in 2008. This time with the takeover of the sock manufacturer Egtved Strømper, which is integrated as a supplementary element into the JBS collection.
In 2009, JBS will proudly celebrate its 70th anniversary, safe in the knowledge that it is Denmark’s largest and leading underwear manufacturer.