FRUIT OF THE LOOM 🍇 FRUITISMS CAMPAIGN

FRUIT OF THE LOOM 🍇 FRUITISMS CAMPAIGN

  • ✨10 Austin Addy Awards/2 Judges Choice

    We were tasked with making 171-year old FRUIT OF THE LOOM relevant to a new group while showing ‘em that we make way more than a tighty whitey.

    So we intro’d breadth of product in a way attention spans could handle: in :06 second bursts. About 27 of ‘em.

    And that was just part of the relaunch. We brought the look and tone to life across refreshed social channels, redesigned .com and implemented new photography.

    Director: Ben Callner @Hungryman

    Photographer: Jess Pettway

    ✨(Breakdown) 10 Austin Addy Awards/2 Judges Choice:

    • Gold: Cross Platform Campaign

    • Silver & 2 Judges Choice Awards: Integrated Campaign

    • 2 Additional Silvers & 6 Bronzes: Copywriting & Video

WE INTRO’D BREADTH OF PRODUCT IN A WAY TODAY’S ATTENTION SPANS COULD HANDLE: IN 6 SECOND BURSTS. 27 of them.

Not to play favorites or anything but 👇

More unique :06s were stitched into :15s that ran as OLV & broadcast:

WE ALSO CAPTURED FEEL-GOOD STILLS FOR (OUR REFRESHED) .COM AND PAID

  • New List Item

  • New List Item

Photos: Jessica Pettway

the vibe kept on goin’ as we refreshed social

INSTA FOLLOWERS INCREASED BY 22% IN FIRST THREE MONTHS

in 6 months we WOULD CREATE over 1,000 unique pieces of content. Including A tiktok LAUNCH WHICH WAS A FINALIST FOR MEDIAPOST’S 2023 CREATIVE MEDIA AWARDS

ROTATE 🔄 ON MOBILE

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WE LAUNCHED ON TIKTOK BY LEANING INTO A BIG OL’ CONSPIRACY THEORY: THAT OUR LOGO USED TO HAVE A CORNUCOPIA IN IT

SPOLER ALERT: IT NEVER HAD A CORNUCOPIA…BUT WAIT, DID IT? DEFINITELY NOT MAYBE

NATURALLY we begAn trolling the Internet WITH CORNUCOPIA TALK, VIDEO BY VIDEO. THEY HAD A LOT TO SAY

tik tok surpassed the industry average with 150% Month-on-month GROWTH 💅

IMAGES 🔗 LINK TO TIKTOK

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ALL TOGETHER, THE CAMPAIGN BROUGHT OWNABLE VISUAL & TONAL CONSISTENCY TO A BRAND THAT HAD BEEN MISSING IT WHILE ATTRACTING NEW WALLETS

OVER FIRST 3 MONTHS

• 27 videos created for paid campaign

• Our :06 spots outperformed retail benchmarks by 19% and industry benchmarks by 30%

• Created 750+ unique pieces of social content (1000 by EOY)

• 2 million new gray hairs

• Delivered over 460mm+ paid impressions (as of 5 months post launch)

• Launched TikTok/Relaunched all others

• Refreshed .com and built collection of 106 images

• Saw a large return on ad spend & increased sales online

• Positive brand perception increased (the overall objective)

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