UNDERGARMENTS AND ESSENTIALS AREN’T JUST THOUGHTLESS UTILITY.
THEY ARE THE ONE THING BETWEEN US AND THE WORLD. IT IS HOW WE WAKE UP IN THE MORNING AND HOW WE FALL ASLEEP AT NIGHT. OUR ENTIRE DAY REVOLVES AROUND FABRIC. SO WHY NOT REACH OUT WITH A MINDSET THAT SAYS SOMETHING MORE?
INSTAGRAM SPONSORED AD
The campaign: Reaching a new demographic youth who care about good things. The Instagram sponsored ad above teases a relatable and cool youthful feel. The imagery references the iconic American Gothic, while the motion revolves like the earth, tying concept to imagery.
The Fruit of the Loom rebrand began with an extensive case study. The findings were conclusive. Fruit of the Loom has had a rough time after undergoing bankruptcy in 1999. The company sold to Berkshire Hathaway and was restructured under their leadership. And now, the brand is perceived as outdated, fast fashion, uninspiring, slice-of-life. The brand is built upon supplying to Target and Walmart, with little consideration to their digital space. The current brand positioning isn’t focused on how the product makes the consumer feel. While doing a good job at being accessible and unintimidating, it can benefit from branching out to other audiences.
The plan: reach what is new and what is next.
Fruit of the Loom needs to activate the Gen Z audience. According to Business Insider, “Gen-Z currently has the purchasing power worth $143 billion.” On top of that, Gen-Z is extremely conscious about how they are consuming. “61% of Gen-Z is willing to pay more for products that are produced ethically and sustainably… 68% of Gen-Z expects brands to contribute to society.” In a world with so many cold numbers, Fruit of the Loom intends to create something more honest and alluring to the new generation of consumer with:
