Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
“Focus
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in