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Fruit of the Loom is holding a national review for its advertising account in preparation for its return to fiscal health, sources said last week.
The Bowling Green, Ky.-based maker of undergarments and casualwear has spent no money on advertising this year as it undergoes Chapter 11 bankruptcy reorganization.
The company spent $15.8 million on advertising in 1999, down from $24 million the previous year, according to Competitive Media Reporting.
The client is conducting the review in-house.
A spokesperson at Fruit of the Looms’s last agency of record, Warwick Baker O’Neill in New York, said the shop has not been contacted about the review and the account had been considered inactive.
In addition to its namesake apparel, the company’s products include underwear, activewear, jeans and children’s clothing sold under brand names such as BVD, Gitano (which it is selling to VF Corp.)
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