A new marketing campaign from Fruit of the Loom called “Start Happy,” includes an innovative LinkedIn component that rewards those who start a new job with free underwear.
The LinkeIn component is called, “Fresh Gigs,” and runs through the month of October and builds on the central premise of the campaign which is that underwear has the ability to influence the entire day, thus the “Start Happy,” tag line.
“We know the morning is a powerful thing,” said Scott Greene, SVP of brand management for Fruit of the Loom. “It can set the tone for the entire day. A great-fitting pair of underwear can make you feel like you can do anything. We want America to start with the right pair of underwear, putting on confidence and positivity one leg at a time.”
The campaign is said to celebrate the power of positive underwear and the difference it can make while focusing on Fruit of the Loom’s commitment to excellent fit. The campaign was created and planned by CP+B, advertising agency of record for Fruit of the Loom.
To kick off the campaign, two 30-second television spots will air on national TV shows like Modern Family, The New Girl and The Biggest Loser, as well as high-profile cable. The spots playfully dramatize the importance of great fitting underwear and the role they play in your day and are voiced by actor and comedian Jay Mohr. Featuring ladies’ microfiber panties and men’s boxers, the spots use a stuntwoman on a movie set and a pit crew on a race track, respectively, to illustrate how great-fitting underwear can give you the confidence to make great things happen in your world. Similarly, the out of home, digital and social advertisements include documentary-style lifestyle photography and poignant reminders to start every day happy with Fruit of the Loom.
Click here to view the advertisements.