Fruit of the Loom is a 160-year-old American brand known for making Tighty Whities. The brand needed a makeover to help it stand out as innovative and fashionable.
To show how fashionable their boxer briefs are, Fruit of the Loom launched a faux fashion trend. Small cues hinted to the fact that they might be behind it all. Although the focus was the clear plastic pants, people couldn't help noticing the underwear underneath.
800 thousand video views. 10 million social impressions. Double the typical engagement in the category. Fruit of the Loom created a trend that elevated them to a more premium, stylish place.