Sloggi in brief tour of London (From The Wiltshire Gazette and Herald)

Sloggi in brief tour of London

A COMPANY known for its bare-faced cheeks brought a smile to the middle of London.

Sloggi, owned by Triumph International and based on the Groundwell industrial estate in Swindon, was celebrating its 25th anniversary in Britain.

The brand has become known for its advertising which features pert bums in revealing underwear.

It took 25 scantily clad models wearing G-strings, hipsters, and briefs to pose in front of Tower Bridge and then tour the capital on an open-top bus.

The girls flashed their backsides at some of London's best-known landmarks including the London Eye, the Houses of Parliament and Trafalgar Square.

The party bus was greeted with cheers and wolf-whistles as the girls threw Sloggi G-strings to crowds of shoppers in Oxford Street.

Sloggi's sales and marketing manager Tony Jarvis said: "It is such a fantastic day for us and we wanted to share it with as many people as possible. So 25 models, on August 25, to celebrate 25 years it's a great way to mark the occasion."

"Sloggi is a high quality, fashionable brand catering for both the female and male underwear markets. Our advertising campaigns have always been a huge success and courted much attention due to their fun and frisky nature. We are now going to focus on making the next 25 years even better than the last!"

Yesterday's events were the culmination of a year of celebrations. Sloggi began life in 1980 and is now the biggest selling knickers brand in Europe selling more than a billion pairs of pants.

Following the party bus was a specially designed Sloggi ice cream van featuring sexy women in thongs. The van has been visiting Britain's favourite seaside resorts this summer, handing out free ice creams and underwear.

The Sloggi ads have become infamous as they feature a row of women wearing nothing but skimpy briefs. Rugby players Ben Cohen, Simon Taylor and Peter Stringer are the 'faces' of the Sloggi For Men range.

Last week it was announced that Triumph International is to undertake a £10m expansion of its Swindon warehouses. The company employs 442 people, with 100 out on the road across the country in sales and the rest working at the Swindon site.