Marketing Musings - August 16th, 2018

We see London, we see France, but can these every day people find the underpants? In a time where technology consumes our attention, Fruit of the Loom decided to test just how observant people really are these days. In one of the busiest cities in the world, with people flooding the streets, only a handful will notice the plainly set instructions to discover a little fortune!

CP+B is the advertising company behind all the excitement of Fruit of the Loom’s latest campaign. The creative team decided to have a little fun with a social experiment that tests who will notice money and underwear hidden in plain sight! Packages of Fruit of the Loom Underwear with $1,851 (the year the company was founded) in cash were placed all around Manhattan waiting to be found. This campaign was a brilliant way to show that some things that go unnoticed in life such as the cash are very rewarding, just like the brand’s new EverLight underwear.

Fruit of the Loom absolutely nailed the use of genuinely creative content in order to spark a campaign that gets everyone talking. The company found an exciting angle that captures attention of customers. Anyone viewing the commercial knows about the hunt and is enticed to find an exciting little fortune. This brings attention to the brand’s new product of underwear so light you won’t notice, without plainly promoting it which, as proven in this campaign, will go ignored. Whenever promoting a product or launching a campaign, it is essential to find an angle that excites your audience. That and being brief (or is it boxers?) is the key to great production!