Fruit of the Loom

Issue 48 | September 2018


The insight to this campaign was that people seldom notice advertising, a fact which chimed in with the core proposition for new Fruit of the Loom Everlight underwear. It was so light to wear, wearers would not notice it. Instead of a traditional campaign, the idea was to do an experiment to prove that when Fruit of the Loom told people that Everlight underwear was so light they would not notice it, they really meant that people would not notice it.

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