Underwear manufacturing giant, Fruit of the Loom, has recently launched a strange but unique promotional campaign, “Fresh Gigs”, aimed towards 25 000 lucky users on LinkedIn. As part of its goal to highlight the importance of putting on a properly fitting pair of underwear at the beginning of the day, a handful of business professionals who have recently changed their employment status will receive a free pair of underwear as well as a $5 discount for a multi pack from Fruit of the Loom. Underwear recipients will then be requested to share their gift via LinkedIn, Facebook, and Twitter in an attempt to promote the company’s philosophy of how having a good pair of underwear can have a positive impact on new starts in life, and in this case, starting a new job.
In today’s incredibly fast-paced and competitive business world, creativity and originality is crucial when competing in marketing campaigns. Fruit of the Loom spent a whopping $34.9 million in advertising in 2012 and they don’t plan on slowing down with its new “Start Happy” campaign and witty actor-based commercials. They continue to focus and promote its company’s ideology on how vital it is to start off the day with a clean, fresh, and properly-fitting pair of underwear as a poorly manufactured, ill-fitting pair of boxers can derail one’s entire day.
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