Fruit of the Loom is often considered to be cheap, bulk, underwear. And when it came to women, the brand stood for period panties. We needed to let people know that Fruit of the Loom was in fact stylish and sexy.
We found that packaging played a huge role in the perception of women’s underwear. Women can be very elitist and Fruit of the Loom’s plastic packaging reinforced the misperception that it was cheap and low quality. To prove to women that they should rethink packaged underwear, we removed the underwear from its standard plastic and repackaged it with a Victoria Secret-like store experience.
Women said the underwear felt and looked premium, and were willing to pay a lot more for it. Even after it was reveal that it was Fruit of the Loom. The film created conversations on social and industry platforms and was shared across social channels accruing over 24MM impressions and 265k engagements. The stunt was picked up by 20 media outlets resulting in 64 million earned impressions. It helped Fruit of the Loom become the brand share leader in the category.