Fruit of the Loom Opened a Fake Lingerie Store to Prove How Fancy Its Panties Really Are

Disbelief ensues

Früt is the hottest new lingerie boutique in town. There's only one catch—all the underwear it sells is from Fruit of the Loom.

In "Welcome to Früt," a campaign by agency Crispin Porter + Bogusky, the packaged clothing marketer treats shoppers to a new twist on the old bait-and-switch: Opening a chic pop-up store that supposedly sells expensive designer pieces (which are actually just the same old panties you can buy in a bag).

A pair of case study videos claims consumers were lured in by airy fabrics and vibrant patterns, only to discover a dirty secret—they were falling in love with lowbrow underwear.

The dramatic moment of truth—when Fruit of the Loom's logo spins out of its hiding place behind a false wall in the store—is almost comically awkward.

The store's willfully pretentious, umlaut-clad name may be the best part of the campaign. But the overall results are too slick to be particularly convincing, as is often the case with such stunts these days.

But none of that really matters, insofar as the brand gets its point across efficiently—underwear snobs don't know what they're missing, and they're paying more for the "privilege."

The company's latest marketing for men, meanwhile, focuses more directly on comfort while fully embracing the idiocy of that target—an approach which may or may not equally endear women to the brand.

CREDITS

Client: Fruit of the Loom
Campaign Title: Fruit Unpackaged
Agency: CP+B Boulder
Vp/Chief Creative Officer: Ralph Watson
Vp/Creative Director: Allen Richardson
Creative Director: D'Arcy O'Neill
Creative Director: Kt Thayer
Associate Creative Director: Mona Hasan
Associate Creative Director: Stephanie Kohnen
Vp/Executive Integrated Production, Video: Ramon Nuñez
Jr. Producer, Video: Amber Peña
Production Company: 8th Street Productions
Director: Whitey Mcconnaughy
Exec. Producer: Steve Devore
Line Producer: Carr Donald
Production Designer: Justin Dragonas
Editor: Jessica Dowling
Edit House & City: The Now Corporation, NYC
Vfx Company & City: Method Studios, L.A.
Retoucher & Company: Company 3
Mix Company & City: Lime Studios, La
Audio Engineer: Mark Meyuhas, Matt Miller
Music : Duotone
Sr. Strategist: Rebecca Harris
Strategist: Fabiana Brown
Evp/Managing Director: Danielle Whalen
Vp Account Director: Kristi Kirkeide Boutiette
Content Supervisor: Whitney Beemer
Content Manager: Lindsay Melloh
Vp/Executive Producer, Interactive: Dan Corken
Associate Media Director: Craig Mcdowell
Media Supervisor: Liz Rogers
Media Planner: Whitney Atkinson
Social Media Supervisor: Jillian Hart
Social Media Community Manager: Katie Souther
Business Affairs Manager: Daphne Papadopulos
Sr. Project Manager: Alex Blumfelder
Jr. Project Manager: Meghan Walsh

Media: DM
PR Company: Ketchum, New York, USA
Account Executive: Colleen Mattingly