Back To School
Overview
Between premature advertising and a daunting to-do list, back to school is an extremely stressful time for moms. We wanted to help out by not only offering our bonus underwear packs, but also by reducing said stress. So, we rewarded moms with an extra bonus on top of our existing bonus packs. Bonuses like a clean house or free meals for a week. These extra services helped reduce the stress of the back to school season.
Agency
Team
Allen Richardson
Will Stiefel
Cinemagifs
These short cinemagifs epitomized what bonus services you could receive in a pack, literally.
Social
We created eye-catching social videos of bonus services trapped inside bonus packs.
Packaging
We designed and produced these custom boxes to send to moms.
Gift Cards
We attached gift cards to our custom double sided inserts inside the box.
Website
The rules for how to enter our larger contest were housed on this landing page.
Influencers
We partnered with What’s Up Moms to create “Mommy Wars”, where two moms battle over back-to-school preparations. The real winner is the mom who bought bonus packs of underwear.
Homepage Takeover
We reskinned popular mom-advice websites to lead to the contest.
BTS Contest Enteries
Moms entered the contest by posting what stressed them out during the back to school season, tagging @FruitOfTheLoom and using #BonusBonusContest. They needed to include an actual bonus pack of underwear in the post to qualify.
Holidays
Overview
There are some people you should and shouldn’t gift underwear to during the holidays. For those you should, we wanted to make it more fun.
Agency
Team
Stephanie Kohnen
Mona Hasan
Will Stiefel
Undings
It’s wrong to gift underwear in a giant sock. So, we created “undings”. They're perfect for hinting at what you really want this holiday. These social videos laddered off our festive invention.
Obvious Wrapping Paper
We designed and sold underwear-themed wrapping paper to make it obvious that you're gifting underwear and avoid any awkwardness upon unwrapping. The following social videos directed viewers to a limited-edition collaboration with GiftWrapMyFace.com.
Radio
You may think you know someone pretty well, but that doesn’t necessarily mean you should gift them underwear. Our radio gave a voice to often and awkwardly gifted.
Radio Spec
You should only gift underwear to people you know and love, because what says “love” better than underwear?
01. More Than Friends
Man: I know we’ve been friends for a long time, Sharon, but I just wanted to say I think I underwear you.
Woman: Aw Paul, that’s so sweet. I underwear you too.
Man: No, Sharon, I really underwear you.
Woman: What are you saying?
Man: I understand you more than a friend underwears a friend. I underwear you like a man underwears a woman.
Woman: Oh, Paul! I underwear you too.
VO: This holiday, tell those you underwear how much you underwear them with Fruit of the Loom underwear.
02. Confession Of Love
Man: Oh Mary, I underwear you.
I underwear you to the moon and back, and then back again.
My underwear for you is deeper than of the deepest of oceans.
A train couldn’t stop my underwear for you.
I will always underwear you. Up until my last breath.
Woman: Oh, Bob. I underwear you too, but I underwear you like a friend.
VO: This holiday, tell those you underwear how much you underwear them with Fruit of the Loom underwear.
03. Is This Love?
Woman 1: I don’t know. I think I underwear him. But, how do I know if it’s true underwear?
Woman 2: Follow your heart. You either underwear him, or you don’t.
Woman 1: And if he doesn’t underwear me back?
Woman 2: If he truly underwears you, you’ll know.
Woman 1: So, what? I just…
Woman 2: Just tell him how much you underwear him. Everyone underwears that.
VO: This holiday, tell those you underwear how much you underwear them with Fruit of the Loom underwear.