Having had its inception in 1851, Fruit of the Loom is known to be “one of the world’s oldest brands.” Over 160 years later, not unsurprisingly, it is feeling the pressure to keep things interesting. Commendably, it has. Recently, the public has had the chance to experience its new advertising campaign. Headed by the marketing body Crispin Porter & Bogusky, the brand is making claims about comfort but what is more integral to its new message is the sudden focus on the “power of positive underwear.” Advertising is encouraging consumers to acknowledge the benefit starting off the day with undergarments that “they think of very little,” being they are so comfortable they needn’t cross one’s mind.
Upon perusal of some news sources, this was found to be most intriguing given its relation to the material covered in class the other day. Fruit of the Loom hasn’t conceivably changed their product. Merely, their advertising focus has shifted. Now encompassing the tagline “Start Happy,” Fruit of the Loom has essentially established a new point of difference between itself and competing undergarment brands. That is to say, optimally all underwear should be comfortable. Fruit of the Loom is distinguishing itself by proffering positivity too.
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