Women are underwear snobs. Fruit of the Loom knew that they often judge a book by its cover, or in this case – underwear by its packaging. So they took it out of its regular packaging, and packaged it into a boutique store.

This film stunt created content for a long-form online video that was shared through social media. The brand also created several short films that aired as online.

Women said the underwear felt and looked premium, and were willing to pay a lot more for it. Even after it was revealed that it was Fruit of the Loom. The film created conversations on social and industry platforms and was shared across social channels accruing over 24MM impressions and 265k engagements. The stunt was picked up by 20 media outlets, resulting in 64 million earned impressions. It helped Fruit of the Loom become the brand share leader in the category.