From Corny to Current: How Fruit of the Loom Got Its Groove Back
Fruit of the Loom used to be the kind of brand you remembered only when your mom did your laundry. But in 2023, they decided they didn’t want to be remembered—they wanted to be seen.
So we gave them a new vibe. Not a total personality transplant, but something more honest, more digital, and way more weird. We started by hitting TikTok hard—not with dance challenges, but with content that embraced chaotic energy and didn’t try to be cool. Just funny, self-aware, and in tune with the way the internet actually talks.
Then came Halloween. Our Creepily Current campaign flipped the script on “topical marketing” by leaning fully into Fruit’s offbeat brand. Instead of another pumpkin spice rollout, we gave people haunted underpants, possessed socks, and commercial copy that felt like it came from a possessed typewriter.
But the real win? Letting creators run with it. From fashion influencers remixing Fruit fits to comedy creators leaning into the weirdness, we didn’t just collaborate—we co-created. This wasn’t about chasing virality. It was about embracing relevance with a wink and a little unhinged confidence.
The result? A legacy brand that didn’t sell out to the moment—it showed up and made it its own.
