Fruit of the Loom, best known as a male underwear brand, wanted to launch a women’s line of breathable underwear. We needed to not only demonstrate the product innovation, but also make sure branding was clear.
The women's advertising category is filled with strong, empowering messages. But as a brand, Fruit of the Loom's voice was more fun and humorous. We wanted to stand out as one of the only women's brand's taking a more light-hearted, comedy approach. And in doing so, become more relevant to our target.
Fruit of the loom sales surpassed the reigning category leader in women’s underwear category. This campaign received over 352MM impressions and sparked an 81% positive conversation on social channels around the commercial and love for the Fruit of the loom ladies products.