FRUIT OF THE LOOM
Fruit of the Loom came to us just emerging from bankruptcy with a decades long reputation as the "tighty-whities" brand. To take the mature brand and make it relevant again, we brought back the Fruit Guys but placed them in a much more modern context. By releasing songs and music videos in multiple genres (and working them into Top 40 and country music countdowns), Fruit of the Loom soon lost the tighty-whitie baggage and regained market share previously lost to Hanes.