Cannes Lions

FRUIT OF THE LOOM

THE RICHARDS GROUP, Dallas / FRUIT OF THE LOOM / 2008

Film

Overview

Entries

Credits

Overview

Description

The Fruit Guys have been brand icons for Fruit of the Loom underwear since the 70’s, but previously only used in traditional advertising roles, hocking white briefs. To help the Fruit Guys and the brand lose their “tightie- whitie” image and make them relevant (dare we say “fresh”) today, we decided to launch the Fruit Guys’ music career. They now have 3 hit singles with music videos and a band site called “FruitGuyFans.com”. The latest undertaking is a collaboration with 19 GRAMMY-winning country music star Vince Gill.

Execution

In every medium, the Fruit Guys’ song is promoted like a new release from a top artist. Across the country, DJs set up the single as “the latest song from the Fruit Guys” and create buzz for the upcoming “world premiere video” on CMT. Another network agrees to run a segment about the “new vocal collaboration” on their entertainment show. In entertainment magazines, advertorials talk about the Fruit Guy’s powerful live performance. Music-oriented websites place the Fruit Guy’s video alongside other hit music videos. And fans can also go to “FruitGuyFans.com” to check out all the Fruit Guys music.

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