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It was time we showed women who said they would never buy packaged underwear they had outdated perceptions of Fruit of the Loom.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.
Fruit of the Loom beat Hanes in women's underwear sales for the first time ever in their 100 year history.
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
PROJECT MANAGER Meghan Walsh