Fruit Unpackaged

FRUIT OF THE LOOM / BRAND ACTION

It was time we showed women who said they would never buy packaged underwear they had outdated perceptions of Fruit of the Loom. To do this, we took Fruit of the Loom underwear out of its packaging and repackaged it in a fancy boutique shop complete with super high prices and snooty employees. We built our fake store from the ground up, giving the store a name that even required a hoity-toity accent. We created everything from in-store posters featuring gorgeous models along with fancy hang tags and shopping bags all to make it as real as possible. Then we opened our doors and watched as women who said they'd never buy packaged undies fall in love with the same packaged underwear they said they'd never be caught dead in. We even converted a real Victoria's Secret Angel. All proof ladies should never judge a panty by its package.

RESULTS

Fruit of the Loom beat Hanes in women's underwear sales for the first time ever in their 100 year history.

CREDITS

ACD Stephanie Kohnen

ACD/CW Mona Hasan

CD KT Thayer & D'Arcy O'Neill

PRODUCER Ramon Nunez, Amber Pena

ACCOUNT Whitney Beemer, Lindsay Melloh, Kristi Kirkeide Boutiette

DIRECTOR Whitey McConnaughy

EDITOR Jessica Dowling with The Now Corporation

VFX Method

MIX Lime

PROJECT MANAGER Meghan Walsh

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©2017 Stephanie Kohnen