Fruit of the Loom Makes a Move

Comfortable Boxers Co. 1
If you watched the 2012 Summer Olympics Opening Ceremony, you may have seen the first TV advertisements for Fruit of the Loom’s new national brand campaign titled “Move to Comfort.” The campaign is both inspiring and high-energy and celebrates the joy of movement and a colorful brand personality, according to a Fruit of the Loom press release. It’s launched upon the acknowledgment that “ease of movement in underwear and casualwear is crucial to comfort,” the press release says. The campaign will be an integrated one with both television and print advertisements handled by The Richards Group. It will also feature extensions on social media and a consumer engagement program called “The New Big Move.”

“The foundation of the “Move to Comfort” campaign is rooted in research that shows consumers value ease of movement, particularly in clothing basics such as underwear and casual wear.” Consumers’ lives are not spent stationary, and the campaign focuses on comfort and movement in order to speak to that message.

“Move to Comfort” is a high-energy campaign that features real people who bring the ‘movement’ message to life, and fresh sounds and energy from up-and-coming musicians that reflect our brand’s fun and colorful personality,” says Kelly Thompson, Senior Vice President of brand communications for Fruit of the Loom. “It is a very exciting moment for the brand, as the campaign is about aspiration and inspiration, and taking a new, exciting approach to showcase the breadth and benefits of our products.”

According to the press release, those featured in the campaign were selected from a casting call “of people with extraordinary talents in relatable categories: break-dancers, classical ballerinas, skateboarders, yogis, and gymnasts who all help bring the movement message to life” including So You Think You Can Dance dancer Jonathan “Legacy” Perez.

Starting in mid August, the brand will ask consumers to mimic the brand’s energy and enthusiasm with a campaign extension called “The Next Big Move.” Via live auditions in cities nationwide, consumers will have the opportunity to showcase their own movement skills “for a chance to appear in a future national Fruit of the Loom advertisement.”

“This campaign really brings that insight to life, emphasizing comfort and movement in remarkable ways,” Thompson concluded.

For more information about this brand: Fruit of the Loom

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