Fruit of the Loom

The company was in bankruptcy, brand measures were rapidly declining, and the enterprise faced a bleak future – if, in fact, there was going to be a future at all. Even though Fruit of the Loom had evolved into a fashion-forward, versatile manufacturer of T-shirts, fleece wear, and intimate apparel, to most consumers the brand was strictly plain, outdated underwear for men. TRG’s challenge? Contemporize, contemporize, contemporize. We did so by pursuing parallel creative tracks that highlighted fashion and progression on one side while modernizing the brand’s greatest asset – its iconic spokesmen – on the other. As a result of our work, Fruit of the Loom regained its number one position in men’s underwear with a 45% share. The products chosen as key symbols of consumer reevaluation – boxers, boxer briefs, and fashion briefs – represented the largest gains for the men’s business. And ladies’ intimate apparel, where Fruit of the Loom had no traction at all? It’s now the fastest-growing intimate apparel brand at mass.