Fruit Of The Loom Launches New Campaign To “Move” Customers
BOWLING GREEN, Ky., July 27, 2012 /PRNewswire/ — Today Fruit of the Loom launches a new national brand campaign titled “Move to Comfort,” with the first TV advertisements airing during the 2012 Summer Olympics Opening Ceremony. “Move to Comfort” is both inspiring and high-energy, built upon the acknowledgment that ease of movement in underwear and casualwear is crucial to comfort. This national, integrated marketing campaign will manifest itself through television and print advertisements handled by The Richards Group, social media extensions including Twitter and Pinterest, a consumer engagement program called “The Next Big Move,” and a new website, which features the brand’s first e-commerce functionality. Five television commercials will run during the summer Olympics on NBC with print and online advertisements also running during this time.
The foundation of the “Move to Comfort” campaign is rooted in research that shows consumers value ease of movement, particularly in clothing basics such as underwear and casualwear. Understanding consumers’ lives are not stationary, the new campaign focuses on comfort and movement to showcase product and product features that speak to this message.
“‘Move to Comfort’ is a high-energy campaign that features real people who bring the ‘movement’ message to life, and fresh sounds and energy from up-and-coming musicians that reflect our brand’s fun and colorful personality,” said Kelly Thompson, senior vice president of brand communications for Fruit of the Loom. “It is a very exciting moment for the brand, as the campaign is about aspiration and inspiration, and taking a new, exciting approach to showcase the breadth and benefits of our products.”
Those featured in the campaign were selected from a casting call of people with extraordinary talents in relatable categories: break-dancers, classical ballerinas, skateboarders, yogis, and gymnasts who all help bring the movement message to life. One of those featured is Jonathan “Legacy” Perez, dancer from season six of So You Think You Can Dance. Music also plays a crucial part in the campaign; television spots feature tracks from up-and-coming artists such as Mako, Mindy Gledhill, Annie Automatic, Gram Rabbit and Whisper City, all of which are available for download at fruit.com.
Starting in mid August, Fruit of the Loom will ask consumers to mimic the brand’s energy and enthusiasm with a campaign extension called “The Next Big Move.” The contest will offer consumers the opportunity to showcase their own movement skills for a chance to appear in a future national Fruit of the Loom advertisement. Legacy will be part of a judging panel for audition videos submitted either through Facebook (Facebook.com/FruitoftheLoom) or via live auditions in cities nationwide.
“Our research shows apparel that ‘moves with you’ is vitally important to consumers as they go about their daily lives,” said Thompson. “This campaign really brings that insight to life, emphasizing comfort and movement in remarkable ways.”
About Fruit of the Loom
Fruit of the Loom provides affordable and comfortable apparel for the entire family. The brand is dedicated to bringing comfort to the everyday moments of life, and offers a vast array of exciting cuts, colors and styles in underwear and casualwear. Trusted by consumers since 1851, Fruit of the Loom makes great basics that keep you comfortable for life’s every move. For more information on Fruit of the Loom, visit www.fruit.com.
SOURCE Fruit of the Loom