#Fruit of the loom update

'' 'Every body loves Fruit' gives us the flexibility to advertise our broad range of products,'' he added, ''and portrays the products in a more stylish manner than 'Clotheslines' did.'' Burnett resigned the account rather than take part in a review that began in October. Wendler said, ''but it was a little bit limited'' because ''it relied on a very strong visual device.'' ''The campaign was very successful and really got noticed,'' Mr. And print ads for women's apparel carry such headlines as ''Instead of Serving Fruit, Why Not Let Fruit Serve You?'' and ''You're Not the First Woman in the World to be Tempted by Fruit.''įruit of the Loom previously tried to modify attitudes about its products with a humorous campaign by offices of the Leo Burnett Company that was centered on clotheslines displaying colorful apparel. O'Neill described as an ''essential playfulness and friskiness, capturing the fit and fashion.''įor example, the commercial shows vignettes with tongue-in-cheek titles: ''Peeling Fruit,'' for a tot removing his T-shirt ''Wild Fruit,'' for a man romping with his dog in a field.

The campaign places emphasis on what executives at Fruit of the Loom and Warwick Baker refer to as the brand's ''fruitness,'' which Mr. ''It captures all the positives about the brand while reinterpreting it and re-presenting it as up to trend, as it were.'' ''The advertising is graphically representative of the new stylishness of our product lines,'' Mr. ''In keeping with the broad appeal of the brand,'' said John Wendler, senior vice president for marketing at Fruit of the Loom in Bowling Green, Ky., the models are intended to be ''all-American, regular guys who want to wear fashionable products,'' rather than ''chiseled, edgy, European-looking.'' So while a television commercial for men's apparel features buff, shirtless 20-somethings, they are smiling and clean-cut rather than sullen and sprouting stubble. Mulligan Jr., client services director at Warwick Baker, because consumers who were asked to talk about Fruit of the Loom in research sessions used words like ''approachable, sexy, wholesome, friendly, relevant.'' ''The answer was in the brand itself,'' said William A. For instance, the waistbands of some kinds of boxer briefs are emblazoned with the initials ''FTL'' in place of ''Fruit of the Loom'' or the familiar fruit emblem. The new campaign represents a gamble for Fruit of the Loom because the company does not want to alienate traditional, value-minded buyers as it tries to attract younger, less conventional consumers with offerings like men's boxers and boxer briefs and women's thongs and bikini briefs. Hanes is widely considered to have successfully freshened its advertising with slick, upbeat campaigns by Long Haymes Carr in Winston-Salem, N.C., part of the Interpublic Group of Companies, which carry the theme ''Just wait till we get our Hanes on you.''Īt the same time, as the economy improves, many consumers who have bought Fruit of the Loom are tempted to ''trade up'' to higher-priced brands, especially those bearing designer labels. The Hanes brand sold by the Sara Lee Corporation has long battled Fruit of the Loom for supremacy in the market segment of lower-priced clothing sold by mass merchandisers. has been laying off employees, closing plants and shifting production to cheaper sites overseas, in response to intensifying competition among makers of underwear and casual wear for men, women and children.

#Fruit of the loom update

The campaign is indicative of large-scale attempts by venerable brands to update their sales pitches, particularly in crowded consumer-product categories like apparel. ''Its mission is to reawaken the affection and awareness consumers have for the brand and to expand the understanding of Fruit's products.'' ''This advertising is the public expression of efforts going on at Fruit of the Loom to modernize their offerings,'' said Kevin O'Neill, president and chief creative officer at Warwick Baker, who offered a preview of the campaign. Now the brand is changing its advertising in an attempt to create a more contemporary image.Ī lighthearted campaign being introduced this week by Warwick Baker O'Neill in New York, which focuses on newer, more colorful and fashionable types of clothing, declares that ''Every body loves Fruit.'' The television, print and outdoor ads are the first the agency has produced since winning the account late last year, with billings estimated at $20 million to $25 million. SINCE the days when Carmen Miranda wore fruit on her head, consumers have been urged to wear Fruit of the Loom apparel on their bodies.