Fruit of the Loom Revives Classic Mascots for the TikTok Generation

The legacy brand and agency GSD&M debut a diverse version of the beloved characters

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The fruit guys, as they were once known, sang shoe-gazing ballads a la Coldplay, dropped music videos worthy of early MTV and humanized a healthy food group, all in service of hawking modestly priced underwear.

The endearing mascots for Fruit of the Loom—a rotating ensemble of actors who first appeared in TV commercials in the 1970s and at one time included a pre-Oscar winning F. Murray Abraham—were last seen around 2011.

Now they’re back with a 2023 update and a digital-first marketing strategy.

No one, least of all the legacy brand, ever seemed to forget about the fruit guys in their absence, according to Bryse Yonts, director of brand communications.




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