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Luxury must be comfortable, otherwise it is not luxury
Coco Chanel
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Real luxury is
understanding quality
G. Bruce Boyer
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True comfort is not
about extravagance
Ralph Lauren
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I’m too drunk to
taste this chicken
Colonel Sanders
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FRUIT OF THE LOOM
Proudly Presents
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In Association With
SOUTHWEST ARILINES
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CLIENT
Fruit of the Loom &
Southwest Airlines
AGENCY
GSD&M
INDUSTRY
E-Commerce Apparel
SERVICES
Brand Activation
Influencer Marketing
Packaging Design
Photo Production
MMXXIII
TAVELWEAR
ANYWHERE
THAT CAN
TAKE YOU
CREATIVE DIRECTOR Jessica Zalaznick featuring COPYWRITER Shannon Gill
and CREATIVE DIRECTORS Tiff McKee & Adrien Binidi
SKIP TO
Problem
Opportunity
Creative
Results
PROBLEMS
These days when, what you wear while in the air is just as important as your drip for your trip, luxury brands are charging sky-high prices for so-called “comfortable travelwear”–and Fruit of the Loom just can’t let that fly.
It’s About The Journey Not The Destination
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Problem
Opportunity
Creative
Results
We priced our typically affordable (but always chic) Crafted Comfort™ sweats at luxury brand prices—but this would be the first line of travelwear that can actually take you somewhere.
So We Did
The Unthinkable
OPPORTUNITY
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Problem
Opportunity
Creative
Results
By partnering with our budget-savvy friends at Southwest Airlines, we packed into our luxury prices Southwest gift cards made for airfare and made exclusive only at Fruit.Com.
Presenting The Getaway Collection
CREATIVE
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Problem
Opportunity
Creative
Results
PKG> ING
We designed luxe packaging featuring a custom partnership logo, letterhead, and premium materials that made making the unboxing feel like a first-class experience.
PIC > SHT
To mock the absurdity of luxury brands, we teamed up with conceptual photographer Phil Klein for a budget-friendly photoshoot mimicking high-fashion.
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Problem
Opportunity
Creative
Results
SOC > MED
We took the idea to social—teasing our Southwest partnership, announcing the fashion drop, and taking it to new heights with satirical fashion diva Caroline Ricke.
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Problem
Opportunity
Creative
Results
SOC > MED
We took the idea to social—teasing our Southwest partnership, announcing the fashion drop, and taking it to new heights with satirical fashion diva Caroline Ricke.
SKIP TO
Problem
Opportunity
Creative
Results
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carolinericke
paid partnership with @fruitoftheloom
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carolinericke
paid partnership with @fruitoftheloom and @southwestair
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carolinericke
paid partnership with @fruitoftheloom and @southwestair
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carolinericke
paid partnership with @fruitoftheloom and @southwestair
SKIP TO
Problem
Opportunity
Creative
Results
03 Mins
272 Mill
155%
4 Resellers
2100
To Sell Out
Impressions
Website Traffic
On Ebay
Pre-Registers
