Introducing America to Australia’s most comfortable export.
- Celebrity Partnerships
- Media Relations
- Special Events
- Influencer Activations
How do you get Americans
talking about a beloved Aussie
brand they’ve never heard of?
Call in backup. Iconic backup.
We teamed up with another Aussie legend, Robert Irwin, and made one hell of a first impression.
We only had three shots at earned media with Robert. So we made every single one count. First, we locked in an exclusive with People Magazine to hit on launch morning—full feature, fresh photos, and social support to blow up the news at sunrise.
Before launch, we pitched top-tier outlets under embargo, giving them the goods early. Think slick visuals, a juicy release, and all the reasons to care. By the time the embargo lifted and People published, we had the momentum ready to roll. The result? Dylan Dreyer from the Today Show literally said we broke the internet.
Authenticity looks good on camera.
We handed the mic to Aussie creators already living stateside and let their content do the talking. The response? Massive reach and real connection.
They brought the brand to life with content that felt effortless and real. Every post was packed with personality, cheeky charm, and that unmistakable Aussie energy. The storytelling hit home, the engagement poured in, and the buzz turned curious scrolls into confident clicks.
A party worth tattooing.
The launch brought bold energy and
unmistakable Aussie spirit.
We threw a bash the brand won’t forget, and neither will the guests who left with permanent ink. Bartenders, decked in “Chesty,” poured dozens of custom BONDS espresso martinis alongside Sydney bites, flash tattoos, and yes, live reptiles. It was wild, it was weird, and it was unmistakably BONDS.
Campaign Results
- In less than 24 hours, we landed 286 media placements and clocked 6.4 billion impressions.
- Robert Irwin hit the top of Google’s trending searches in the U.S. with queries like “Robert Irwin Bonds” and “Bonds Ad” lighting up the charts.
- 193 top creators and media outlets joined the hype, sharing across their platforms and adding another 334 million impressions.
Locked in three major interviews for Robert: People Magazine, Entertainment Tonight (twice), and a full segment on the Today Show.
Brand History
BONDS has been keeping Aussies comfy since 1915. What started as a humble hosiery gig turned into a full-blown cultural icon, trusted to cover all the bits with quality, style, and that signature cheeky charm. After more than a century of winning over Australia, BONDS made its U.S. debut on April 3, 2025 and showed up in a big way.
Let's Chat
We’ve teamed up with brands big and small, at every stage of the game, helping them get noticed, get talked about, and get results.
Ready to make some noise?
Let’s talk.
Prefer an email? Give us a shout at
info@duffyshanley.com
Latest at D&S
with nearly 30 years in PR
12 wins at the Bell Ringers
foundation of the PR house
O.P., Chair of the Board of Directors
from your beach chair
Careers
At Duffy & Shanley, we dream big, and have fun doing it. We’re a tight-knit crew that’s relentless in the face of challenge and fired up about great ideas. We don’t just work together, we win together.
careers@duffyshanley.com