Fruit of the Loom #starthappy: a brief look at re-positioning

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Advertising is a great profession. To those outside the business, it may just be about dreaming up crazy, creative ideas. But practitioners know that there is a lot of thought and discipline behind the scenes and the ultimate reward is building a brand, not just creating a 30-second spot. Also, no other profession  brings together so many different talents – psychology to analytics, from strategy to creative and craft of film-making to sophisticated media sciences. One of advertising’s ‘highs’ is being part of creative strategies that change the fortunes of a brand, especially when it involves a re-positioning, a change of direction…a change in how a brand is perceived by the consumer.

The latest campaign from Fruit of the Loom, a conservative inner garment brand, is an example of such a change in direction. CP+B, the creators of the campaign describe the central idea, Start Happy, thus:

Fruit of the Loom is introducing the world to the power of positive underwear. And showing how sometimes, the little things, like starting the day with great-fitting underwear, can make a day great.

The advertising involves a two TVCs (some great copy writing there) , a campaign idea that integrates well with Twitter (#starthappy)  and a set of billboards.

Agency: CP+B. See the second ad here.

hero-everyone hero-functional hero-overjoyed

The central idea of Start Happy lends itself to extension beyond advertising. In a promotion, LinkedIn users with new jobs may receive a message from Fruit of the Loom offering a free pair of underwear.

While the creative manifestation is interesting, it all starts with understanding the consumer. And hopefully stumbling upon an insight. Speaking of insights, one of the best definitions I have come come across is this: An insight is a penetrating observation about consumer behavior that can be applied to unlock growth. In the case of Fruit of the Loom, “comfort is the absence of discomfort” seems to have been the trigger; consumers tend to think most highly of undergarments that, paradoxically, they think of very little, says the NYT article about the campaign. For me, it is also a fascinating example of how a bunch of creative minds can see a completely different perspective in a category where none seemed possible.

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