Getting taps-aff in the disco.

In the late 90’s and early 2000’s, people would go out on the sauce and the whole night would cost less than a tenner (including the kebab on the way home). And not a single mobile phone was seen. Bellissimo.

Often I’d be in da club, you can picture the scene, a bunch of sweaty 20 year olds dancing to Your Love by Frankie Knuckles or Good Life by Inner City.

And across the dance floor, I’d spot an absolutely gorgeous… shirt.

Shirts, not girls

Yep that’s the kind of guy I was in those days. More interested in shirts than girls.

So I’d saunter over to the strapping young man who was wearing the shirt and tell him I loved it.

He’d inevitably tell me the brand and what shop he bought it from. Obviously in those halcyon days, there were no mobile phones so I couldn’t take a photo of it to remind me of the design, I couldn’t search for the shop on Google and I couldn’t buy it on Amazon Prime.

A drunk Underdog

So as the eternal Underdog, I had to out-think the problem.

So I’d buy it off him there in the middle of the dancefloor. I’d give him my shirt, a few quid and probably the remainder of my pint.

And we’d ‘swap’ shirts right there.

Make the rules work for you

What does that mean for Underdog marketers in 2024? Don’t play by the rules that everyone else is playing, out-think the problem. Oh and sometimes, you just need to get naked.

Underdog brands, need Underdog thinking.

*Taps-aff, a well-known Glaswegian phrase for 'Tops-Off'. To remove one's shirt.

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